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The banking marketing in sustainability conditions


  • Jenica POPESCU

    (University of Craiova)

  • Dorina POANTA

    (Romanian Banking Institute)


The marketing contributes to the conquest and sell of products and services to clients. Besides these actions, the development of banks is greatly based on their capacity to keep their clients and to create a favorable image for the future objects by means of verbal communication. We often hear that “if a client is satisfied he speaks about his satisfaction to three or four of his friends, but when he is not satisfied he shares this with more than twelve people”. Around us, the advice coming from the people close to us – especially the family – contributes to the selection of group “leaders”. Their influence is increasing. Taking into consideration the rate of market satiation in Europe, for this profession as banker, but also the low rate related to the renewal of clients according to demographic transformations, it is useless to insist over the importance of quality. Searching for a position in accordance with the principles of durable development and of an equitable trade, often offers an image highly wanted by the actors in their media. In addition, it allows to build a significant wall, if one day they are exposed to the occurrence of high risks.

Suggested Citation

  • Jenica POPESCU & Dorina POANTA, 2009. "The banking marketing in sustainability conditions," Finante - provocarile viitorului (Finance - Challenges of the Future), University of Craiova, Faculty of Economics and Business Administration, vol. 1(9), pages 140-144, May.
  • Handle: RePEc:aio:fpvfcf:v:1:y:2009:i:9:p:140-144

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    More about this item


    banks; banking marketing; verbal communication;

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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