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Integrated Communications Of Bank Marketing

Author

Listed:
  • Valeria Arina Balaceanu

    (The Ecological University of Bucharest, Romania)

Abstract

Communication, by its nature, has two dimensions, one economic and one political, the first being the one that aims to the maximization of the issuer’s interests, while the second tends to the optimization of the receptor’s satisfaction. The communication system of a modern bank implies the use of forms of the current and potential clients’ information and stimulation, which present the banking institution, its products/ services so that they cause favorable changes in their consumption mentality and habits; on the other side, also the establishment of an effective communication with its own employees, shareholders, with other banks and financial institutions should be taken into account. Communication is the most visible, sometimes disturbingly visible element of marketing mixing, but its value is limited in the event that it is not used intelligently, in complete correlation with the other components – product/service, price and distribution. By communication, the marketing specialists inform the current and potential clients on the benefits that a product/service brings, about the price and other costs, about the channels through which a service is delivered and where and when it is valid. The communication system of a modern institution involves on one side the use of various forms of the consumers’ information and stimulation, by which the institution, its products and services are presented, having the purpose to promote favorable changes in their consumption mentality and habits, and on the other side, the institution establishes a series of “internal” communications with its own employees, shareholders, suppliers of equipment, social-cultural environments. Information plays a special role in forming the image. Thus, the various “sides” of the image are outlined by the corresponding types of information - the financial information help with structuring the financial image, the social information structures the internal community, and the institutional information structures the public’s image regarding the institution.

Suggested Citation

  • Valeria Arina Balaceanu, 2008. "Integrated Communications Of Bank Marketing," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 42(5-6), pages 56-68.
  • Handle: RePEc:blg:reveco:v:42-43:y:2008:i:5-6:p:56-68
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    File URL: http://economice.ulbsibiu.ro/RePEc/blg/reveco/436Balaceanu.pdf
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    References listed on IDEAS

    as
    1. Mihaela Dragota & Andreea Semenescu, 2008. "A Dynamic Analysis of Capital Structure Determinants. Empirical Results for Romanian Capital Market," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania - AGER, vol. 4(4(521)), pages 65-80, April.
    2. Rajan, Raghuram G & Zingales, Luigi, 1995. " What Do We Know about Capital Structure? Some Evidence from International Data," Journal of Finance, American Finance Association, vol. 50(5), pages 1421-1460, December.
    3. Raluca-Georgiana Moscu, 2014. "Capital Structure and Corporate Performance of Romanian Listed Companies," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 4(1), pages 287-292, January.
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