Specifics of the marketing audit in the financial-banking sector

Authors

  • Corrado De CECCO Management Consulting Professional Friuli Trening Services, Trieste Area, Italy, ESOMAR Member
  • Iuliana CETINĂ Professor Ph.D. Academy of Economic Studies, Bucharest, Faculty of Marketing
  • Violeta RĂDULESCU Lecturer Ph.D. Academy of Economic Studies, Bucharest, Faculty of Marketing
  • Mircea DRĂGHICI Lecturer Ph.D. Faculty of Marketing and International Affaires Spiru Haret University

Keywords:

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

Abstract

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.   

References

• 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.

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Published

2010-09-30

How to Cite

De CECCO, C., CETINĂ, I., RĂDULESCU, V., & DRĂGHICI, M. (2010). Specifics of the marketing audit in the financial-banking sector. Annals of Spiru Haret University. Economic Series, 10(3), 127–137. Retrieved from https://www.anale.spiruharet.ro/economics/article/view/10313

Issue

Vol. 10 No. 3 (2010)

Section

ACADEMIA PAPERS

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