engleski

Analysis of marketing communications on Croatian market of card business

Business card market is one of the most dynamic and fastest growing, that is primarily a result of ever more rapid development of modern information technologies are finding their place in that industry. Their use has led to the acceleration in retail sales processes, and especially particular payment of goods and services through non-cash payment methods in which the card products are increasingly gaining in importance and take the lead in the form of cash payments. The paper attempts to answer the question of how communication strategies used by the card issuer in daily communication with existing and potential customers are effective in achieving the desired level of differentiation from the competition. Also, the paper wishes to answer the question of what are the factors that influence consumers when making decisions about the use of credit card services in general, as well as their final choices of providers offer. For the purpose of market research card products in Croatia, as well as the impact of marketing communications card issuers on consumer behavior, the survey method was used with the questionnaire as a research instrument. Differentiation of supply is essential for achieving growth in the today dense card products market, both in the world and in Croatia. However, it must be adequately communicated to the target market. Consumers in Croatia today can hardly spot the differences between credit issuers in their communication strategies. This problem is the main focus of this research proces

marketing communication ; card business ; differentiation

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