Specifics of the marketing audit in the financial-banking sector

Corrado De CECCO, Iuliana CETINĂ, Violeta RĂDULESCU, Mircea DRĂGHICI


Broadly speaking, the literature on the marketing audit and marketing of services has developed on a separate track. The prerequisite for a particular framework in developing the marketing audit of services is that it does not take sufficient account on the services features, even if the marketing audit is similar with the one in services, too. This thing does not allow the company of services to benefit from the advantages of the audit marketing.




marketing audit, marketing in financial-banking sector, services marketing

Full Text:



• Berry Leonard L., Comanit Jeffrey S., Parasuraman A., A Framework for Conducting a Services Marketing Audit, “Journal of Marketing Service”, vol. 19, no. 3, 1991.

• Berry Leonard L., Parasuraman A., Services Marketing, The Free Press, 1989.

• Cetină I., Odobescu E., Strategii de marketing bancar, Editura Economica, Bucuresti, 2007.

• Cetină I., Mixul de marketing în sectorul bancar, “Revista de Marketing Online” (Journal of Online Marketing), Volumul 1, Numărul 4, Editura Uranus, 2007.

• Dedu Vasile, Gestiune şi audit bancar, ediţia a treia, Editura pentru Ştiinţe Naţionale, Bucureşti, 2001.

• Ennew Christine, Watkins Trevor, Wright Mike, Marketing Financial Services, Second Edition, Butterworth-Heinemann, 2000.

• Günal Önce, Service Marketing in Banking Sector and Recent Perceptions in Marketing Thoughts of Services, First International Joint Symposium on Business Administration “Challenges for business administrators in the New Millennium”, 1-3 June 2000, Gökçeada-Çanakkale, Turkey, p. 484-488.

• Hempol G., Coleman A., Simson D., Bank Management, New York, John Wiley and Sons, 1991.

Copyright (c) 2010 author

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

In order to comply with GDPR, this site does not allow free registration. Please contact us at: ashues@spiruharet.ro

GDPR Policy:

Please read the statement below:
Processing of personal data and free movement of these data

Registering with this site the author agree with the collection, processing and use of his personal data, exclusively within the ASHUES journal.




To crown and encourage research efforts of the authors, at the end of a year of publishing our journal board will award online the best papers by distinctions:

1. Best Original Paper Award -  for the paper that has brought something completely new in the reader's attention (a new concept, a new trend, a new proposal in research, etc.)

2. Excellence Award - for the most cited paper and visualized in the online environment during the year

3. First, Second and Third Award- for the best documented and substantiated papers during the year

4. Special Award - to award PhD students and postdocs for the most well documented and substantiated paper