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master's thesis
Planiranje marketing aktivnosti u financijskim institucijama
2019. urn:nbn:hr:145:895169
Krupica, Hrvoje
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Chair of Management, Organization and Entrepreneurship

Cite this document

Krupica, H. (2019). Planiranje marketing aktivnosti u financijskim institucijama (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:895169

Krupica, Hrvoje. "Planiranje marketing aktivnosti u financijskim institucijama." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:895169

Krupica, Hrvoje. "Planiranje marketing aktivnosti u financijskim institucijama." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2019. https://urn.nsk.hr/urn:nbn:hr:145:895169

Krupica, H. (2019). 'Planiranje marketing aktivnosti u financijskim institucijama', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 15 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:895169

Krupica H. Planiranje marketing aktivnosti u financijskim institucijama [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2019 [cited 2024 November 15] Available at: https://urn.nsk.hr/urn:nbn:hr:145:895169

H. Krupica, "Planiranje marketing aktivnosti u financijskim institucijama", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:145:895169

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Metadata
TitlePlaniranje marketing aktivnosti u financijskim institucijama
Title (english)Planning marketing activities in financial institutions
AuthorHrvoje Krupica
MentorZdravko Tolušić (mentor)
Committee memberZdravko Tolušić (predsjednik povjerenstva)
Committee memberBranko Matić (član povjerenstva)
Committee memberSunčica Oberman Peterka (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
(Chair of Management, Organization and Entrepreneurship)
Osijek
Defense date and country2019-09-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Sve veća važnost marketingu usluga rezultat je zasićenosti bankarskog tržišta, pri čemu je bankama mnogo lakše i isplativije graditi tržišni udio prodajom dodatnih usluga vlastitim klijentima nego se boriti za nove klijente ili klijente konkurenata. Marketing strategija je osnovna pretpostavka na kojoj menadžment poslovne banke gradi svoju poslovnu poziciju, odnosno iskazuje svoju viziju, uvelike je potrebno je da je ona stabilna i prilagodljiva. Potrošači prilikom korištenja financijskih usluga nailaze na ozbiljne prepreke kada donose odluke o kupovini usluga. Ranjivost potrošača nastaje kao rezultat nesavršenih i asimetričnih informacija i ona je pojačana složenom, rizičnom i dugoročnom prirodom mnogih financijskih proizvoda. Mnogi autori smatraju, kako je savršenstvo usluge ključno kvaliteta usluge najbolja marketing strategija.
Abstract (english)
The increasing importance of service marketing is the result of the saturation of the banking market, it seems easier and more cost effective for banks to build market share by selling additional services to their own clients than fighting for new clients or competitors clients. Marketing strategy is the basic premise on which the management of a commercial bank builds its business position, that is and it is very necessary for it to be stable and adaptable. Consumers serious obstacles when they need making financial decisions. Consumer vulnerability arises as a result of imperfect and asymmetric information and is reinforced by the complex, risky and long-term nature of many financial products. Many authors believe that service excellence is the key to quality of service being the best marketing strategy.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:895169
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2019-09-25 14:44:43