MARKETING INSTRUMENTS IN FINANCIAL INSTITUTIONS ON THE EXAMPLE OF BANKS
Journal Title: Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie - Year 2012, Vol 13, Issue 2
Abstract
Financial markets are an integral part of any economy, in addition to the markets of consumer goods, production goods, funds. They participate in the process flow of funds and products. The aim of this study is to analyze the use and application of marketing instruments in financial institutions on the example of banks. The development includes an analysis of the financial services market, the essence of marketing banking, marketing, development of instruments in the bank and examples of application and use of marketing in selected banks. The need to apply the principles of marketing in banks is a result of changes in the last few years in the banking and financial institutions around.
Authors and Affiliations
Agnieszka Stolarska
Keywords
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