publication . Article . 2018

The emergence of the marketing mix in the banking sector

Melnic Elena- Lidia;
Open Access English
  • Published: 01 Jan 2018 Journal: Bulletin of the Transilvania University of Brasov. Series V : Economic Sciences (issn: 2065-2194, eissn: 2065-2194, Copyright policy)
  • Publisher: Transilvania University Press
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. The modern approach of the marketing mix for services comes from Booms and Bitner, from 1981. They filled the traditional 4Ps of the marketing mix (coming from products): price, product, placement (distribution) and promotion with specific intangible services components: personnel, presence (physical evidence) and process. For the banking sector, the development of those three components nowadays represents the ...
free text keywords: marketing mix, banking, services, Economic theory. Demography, HB1-3840, Economics as a science, HB71-74

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