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Marketing ethical banking

In: Ethics in Marketing and Communications

Author

Listed:
  • Elisabeth Paulet
  • Francesc Relano

Abstract

The aim of this chapter is to show the emergence of a new concept that is different from just sustainable finance: ethical banking. A typology of the different kinds of banks will thus be given, showing in each case their main characteristics. From theory to practice, this chapter will finally show that the different nature of banks proposed in the typology is reflected in their respective balance sheets. This will lead to a more precise definition of corporate governance. Obviously, a bank that does no marketing, no matter how ethically pure and transparent its operation, will never succeed. Thus, we also look at the current practices among these institutions and make recommendations for further improvement in communicating their value proposition.

Suggested Citation

  • Elisabeth Paulet & Francesc Relano, 2012. "Marketing ethical banking," Palgrave Macmillan Books, in: Mary M. McKinley (ed.), Ethics in Marketing and Communications, chapter 8, pages 109-122, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-36714-2_8
    DOI: 10.1057/9780230367142_8
    as

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