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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.

Suggested Citation

  • Marija Tomasevic Lisanin, 1998. "Do Croatian Banks Implement Marketing Concept?," Zagreb International Review of Economics and Business, Faculty of Economics and Business, University of Zagreb, vol. 1(1), pages 109-123, May.
  • Handle: RePEc:zag:zirebs:v:1:y:1998:i:1:p:109-123

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    More about this item


    Croatian banks; market orientation; marketing philosophy;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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