Marketing channels of banking products and services in contemporary business environment

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2016
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Abstract
Marketing application in banking is dating back to the 50s of 20th century, and since then its role is constantly changing. His modern role of synthesis of analysis, planning and control of the bank in the financial markets, achieved by the use of instruments of marketing mix (product, price, distribution and promotion). The paper is an analysis of the distribution function, and is primarily an overview of the modern distribution channels of banking products and services in the US, as the most developed markets and global trends carrier. In the paper is drafted the comparison of traditional and alternative distribution channels, in order to compare their advantages and disadvantages with the aim to find the optimum balance between them with the purpose to, on the one hand, meet customer needs, and on the other increase the efficiency of banking operations and lowered costs.
Reference Key
aleksandra2016marketingmarketing Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Aleksandra, Rakita;
Journal marketing (beograd 1991)
Year 2016
DOI
DOI not found
URL
http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2016/0354-34711601066R.pdf
Keywords
business economics as a science finance special aspects of education law in general. comparative and uniform law. jurisprudence marketing. distribution of products

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