The emergence of the marketing mix in the banking sector

Article English OPEN
Melnic Elena- Lidia;
(2018)
  • Publisher: Transilvania University Press
  • Journal: Bulletin of the Transilvania University of Brasov. Series V : Economic Sciences (issn: 2065-2194, eissn: 2065-2194)
  • Publisher copyright policies & self-archiving
  • Subject: marketing mix | banking | services | Economic theory. Demography | HB1-3840 | Economics as a science | HB71-74

This article explains the emergence of the marketing mix in the banking sector and the specificity of this field. Research has shown that the evolution of the marketing mix in banking is closely related to the evolution of the marketing mix for services. Th... View more
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