IDEAS home Printed from https://ideas.repec.org/a/bra/journl/v11y2020i1p14-18.html
   My bibliography  Save this article

Theoretical Aspects Related to Banking Marketing

Author

Listed:
  • Bianca-Georgiana Diaconu

    (Ioan Slavici University of Timișoara)

Abstract

The financial-banking sector is continuously evolving due to intense competition, making marketing a crucial element for financial institutions. This paper explores the role of marketing in banking institutions, emphasizing the need for a customer-oriented approach. It examines the key characteristics of banking services, including intangibility, inseparability, perishability, variability, and the high degree of imitation. Additionally, the paper discusses the financial marketing mix, detailing its components: product, price, promotion, placement, personnel, processes, and physical evidence. The study highlights how banks adapt their marketing strategies to maintain competitiveness and customer satisfaction in a dynamic market.

Suggested Citation

  • Bianca-Georgiana Diaconu, 2020. "Theoretical Aspects Related to Banking Marketing," BRAND. Broad Research in Accounting, Negotiation, and Distribution, EduSoft Publishing, vol. 11(1), pages 14-18.
    • Handle: RePEc:bra:journl:v:11:y:2020:i:1:p:14-18
    as

    Download full text from publisher

    File URL: http://www.edusoft.ro/brand/RePEc/bra/journl/brand_11_diaconu.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Oecd, 2005. "Highlights of Recent Trends in Financial Markets," Financial Market Trends, OECD Publishing, vol. 2005(1), pages 7-65.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Muûls, Mirabelle, 2015. "Exporters, importers and credit constraints," Journal of International Economics, Elsevier, vol. 95(2), pages 333-343.
    2. Irlacher, Michael & Unger, Florian, 2018. "Capital market imperfections and trade liberalization in general equilibrium," Journal of Economic Behavior & Organization, Elsevier, vol. 145(C), pages 402-423.
    3. Mairesse, Jacques & Mohnen, Pierre, 2010. "Using Innovation Surveys for Econometric Analysis," Handbook of the Economics of Innovation, in: Bronwyn H. Hall & Nathan Rosenberg (ed.), Handbook of the Economics of Innovation, edition 1, volume 2, chapter 0, pages 1129-1155, Elsevier.

    Corrections

    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:bra:journl:v:11:y:2020:i:1:p:14-18. See general information about how to correct material in RePEc.

    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.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with 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.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Bogdan Patrut (email available below). General contact details of provider: http://brand.edusoft.ro .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.