Pregled bibliografske jedinice broj: 85153
Bank Image as a Factor of Competitive Marketing Strategy in Croatia
Bank Image as a Factor of Competitive Marketing Strategy in Croatia // Proceedings of the 25th Annual Macromarketing Conference: Marketing Contributions to Democratization and Socioeconomic Development / Shultz, Clifford J., II ; Grbac, Bruno (ur.).
Rijeka : Phoenix (AZ): Sveučilište u Rijeci, Arizona State University, 2000. str. 219-229 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 85153 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
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
Proceedings of the 25th Annual Macromarketing Conference: Marketing Contributions to Democratization and Socioeconomic Development
/ Shultz, Clifford J., II ; Grbac, Bruno - Rijeka : Phoenix (AZ) : Sveučilište u Rijeci, Arizona State University, 2000, 219-229
Skup
25th Annual Macromarketing Conference: Marketing Contributions to Democratization and Socioeconomic Development
Mjesto i datum
Lovran, Hrvatska, 22.06.2000. - 25.06.2000
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
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
