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Do Croatian Banks Implement Marketing Concept?

  • Marija Tomasevic Lisanin

    (Faculty of Economics, Zagreb)

In this article author presents the results of an empirical study aimed at the assessment of real state of marketing concept within Croatian banking system. State of marketing in Croatian banks is not satisfactory, but there is a rational explanation of such a situation. Croatian banks are in process of market transformation and even they realise, but slowly, the importance of ‘being market oriented’ They not only lack knowledge, but also real incentive to make it happen. Since the money supply is significantly lower than the money demanded, there is no increased pressure to use sophisticated marketing methods.

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Article provided by Faculty of Economics and Business, University of Zagreb in its journal Zagreb International Review of Economics and Business.

Volume (Year): 1 (1998)
Issue (Month): 1 (May)
Pages: 109-123

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Handle: RePEc:zag:zirebs:v:1:y:1998:i:1:p:109-123
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