IDEAS home Printed from
   My bibliography  Save this article

Integrated Communications Of Bank Marketing


  • Valeria Arina Balaceanu

    (The Ecological University of Bucharest, Romania)


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

    Download full text from publisher

    File URL:
    Download Restriction: no


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:blg:reveco:v:42-43:y:2008:i:5-6:p:56-68. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Eduard Alexandru Stoica) or (Christopher F. Baum). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.