MODERN METHODS AND PROFITABLE TO PROMOTE BANKING PRODUCTS AND SERVICES

Valeria Arina Balaceanu ()

No 14, Working papers from Ecological University of Bucharest, Department of Economics

Abstract: XXI century come with new challenges for marketers faced with two major factors that modify and influence of marketing communications: fragmented market determine replacement outdated marketing techniques (target is a marketing oriented custom), and the evolution of technology that accelerates migration to strong marketing segmented. Because of intangibility banking products, the promotion is made more difficult than for conventional products because they can not be touched, tasted, heard before being purchased. The positive results of promoting campaigns consist of planning, implementation and coordination of all elements of the communication process. An effective communication process depends largely on the information held about the market in general and particularly about potential customers.

Keywords: marketing; promotion; innovation; communication; banking system (search for similar items in EconPapers)
JEL-codes: G21 M31 (search for similar items in EconPapers)
Pages: 7 pages
Date: 2013-04
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