Alina Filip () (School of Marketing, Academy of Economic Studies)
Abstract
Evolutia sectorului financiar-bancar pe parcursul ultimelor decade a fost marcata de schimbari majore ale mediului de afaceri, datorate in principal privatizarii, diminuarii restrictiilor legislative si modificarilor tehnologice survenite in cadrul acestui sector economic. Analiza mediului de marketing devine in acest context un proces esential in incercarea organizatiilor financiar-bancare de a dobandi noi avantaje concurentiale, reprezentand o etapa obligatorie in procesul de planificare strategica. Analiza sau auditul de marketing contine atat o componenta de natura interna ce se focalizeaza asupra cercetarii variabilelor aflate sub controlul direct al organizatiei (auditul intern), cat si o componenta de natura externa, cuprinzand analiza ansamblului de factori exogeni, ce ii influenteaza activitatea in mod permanent (auditul extern).
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Find related papers by JEL classification: G2 - Financial Economics - - Financial Institutions and Services M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing M42 - Business Administration and Business Economics; Marketing; Accounting - - Accounting - - - Auditing