Pregled bibliografske jedinice broj: 115390
Bank Image as a Factor of Competitive Marketing Strategy in Croatia
Bank Image as a Factor of Competitive Marketing Strategy in Croatia // Journal of Macromarketing, 20 (2000), 2. (podatak o recenziji nije dostupan, sažetak, znanstveni)
CROSBI ID: 115390 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Bank Image as a Factor of Competitive Marketing Strategy in Croatia
Autori
Kesić, Tanja ; Vedriš, Mladen ; Rajh, Edo
Izvornik
Journal of Macromarketing (0276-1467) 20
(2000), 2;
Vrsta, podvrsta i kategorija rada
Radovi u časopisima, sažetak, znanstveni
Ključne riječi
bank image; competitive marketing strategy; bank selection; service quality
Sažetak
In this abridged study the authors examine bank image as a factor to determine marketing strategy in the banking industry, in Croatia. Empirical data collected from several banks are used. Results of the research shows that the image of the bank represents the most important single competitive factor ; core services are also important features of Croatian banks, then come relational performances and thirdly performance features.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
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