Ekonomski pregled, Vol. 51 No. 5-6, 2000.
Pregledni rad
MAIN SPHERES OF MARKETING APPLICATION IN FINANCIAL INSTITUTIONS OF TRANSITIONAL AND LESS DEVELOPED COUNTRIES
Marija Tomašević Lišanin
Jurica Pavičić
Fran Renko
Sažetak
Taking into account special qualities of entire environment of financial institutions' activity in transitional and less developed countries, the authors of this article consider that efficient marketing must orientate to solution of three fundamental marketing problems of financial institutions: (1) creation of confidence, (2) informing and (3) development of quali-tative long-term relations with clients. Since insufficient confidence is a permanent source of instabilitv of financial structures, its obtaining and maintenance at the tum of century should be a primarv marketing goal, therefore a special attention has been paid to this problem.
Ključne riječi
Hrčak ID:
65483
URI
Datum izdavanja:
15.6.2000.
Posjeta: 1.956 *