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master's thesis
OSNOVNA NAČELA STRATEGIJE BANKARSKOG MARKETINGA
Zagreb: Zagreb School of Business, 2019. urn:nbn:hr:180:865003
Mikac, Janko
Zagreb School of Business

Cite this document

Mikac, J. (2019). OSNOVNA NAČELA STRATEGIJE BANKARSKOG MARKETINGA (Master's thesis). Zagreb: Zagreb School of Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:180:865003

Mikac, Janko. "OSNOVNA NAČELA STRATEGIJE BANKARSKOG MARKETINGA." Master's thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:865003

Mikac, Janko. "OSNOVNA NAČELA STRATEGIJE BANKARSKOG MARKETINGA." Master's thesis, Zagreb School of Business, 2019. https://urn.nsk.hr/urn:nbn:hr:180:865003

Mikac, J. (2019). 'OSNOVNA NAČELA STRATEGIJE BANKARSKOG MARKETINGA', Master's thesis, Zagreb School of Business, accessed 18 April 2024, https://urn.nsk.hr/urn:nbn:hr:180:865003

Mikac J. OSNOVNA NAČELA STRATEGIJE BANKARSKOG MARKETINGA [Master's thesis]. Zagreb: Zagreb School of Business; 2019 [cited 2024 April 18] Available at: https://urn.nsk.hr/urn:nbn:hr:180:865003

J. Mikac, "OSNOVNA NAČELA STRATEGIJE BANKARSKOG MARKETINGA", Master's thesis, Zagreb School of Business, Zagreb, 2019. Available at: https://urn.nsk.hr/urn:nbn:hr:180:865003

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Metadata
TitleOSNOVNA NAČELA STRATEGIJE BANKARSKOG MARKETINGA
Title (english)Main principles of banking marketing strategy
AuthorJanko Mikac
MentorPredrag Čudina (mentor)
Committee memberGoran Luburić (predsjednik povjerenstva)
Committee memberNeven Šipić (član povjerenstva)
GranterZagreb School of Business
Zagreb
Defense date and country2019-02-13, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U radu se razmatraju tradicionalne i suvremene metode koje banke koriste u komunikaciji s klijentima. Navode se relevantne definicije koje se odnose na proces primjene marketinga u bankarstvu. Navedeni proces uključuje i ispunjenje očekivanja klijenta kada pokušavaju ugo-voriti za njih najbolje bankovne usluge. Objašnjavaju se različite marketinške strategije koje banke koriste da bi se suočile s izazovima kako povećati broj klijenata odnosno kako poboljšati svijest klijenata o bankovnim uslugama. Rad se također bavi unutarnjom organizacijom mar-ketinga u banci i obrazovanjem osoblja. Osnovni je cilj pri¬vući pažnju klijenta i doseći zreliju razinu komunikacije. Jedan dio rada daje pregled razvoja bankarstva u prošlosti, od jed-nostavnih oblika do današnjih struktura. Najbolji “marketing” starih banaka sastojao se u nas-tojanju da prema potencijalnim korisnicima proširi dobar glas o svojim bankovnim uslugama. Povijesni pregled objašnjava također kako su banke izgradile sofisticirane sustave za izdavanje kredita i čuvanje depozita. Prikazani su suvremeni trendovi i kreativne strategije u bankovnom marketingu, a posebno one koje se odnose na predstavljanje bankovnih proizvoda namijenjenih ciljanim segmentima tržišta klijenata. Analiziraju se primjeri marketinških kampanja, reklama i poruka koje privlače pozornost javnosti po originalnosti i kvalitetom informacija. Dio rada posvećen je marketinškim trendovima glavnih banaka koje posluju u Hrvatskoj. Na kraju rada predstavljena je studija slučaja Privredne banke, navodeći kako se kreiraju marketinški sadržaji te kako se oni predstavljaju javnosti.
Abstract (english)
The work considers traditional and contemporary methods that banks use in communicaton with their clients. Relevant definitions of banking marketing application process are mentioned. The process involves also fulfiling of client expectations when they attempt to contract for them the best bank service. Different marketing strategies are explained that banks use, in order to face with the chelenges how to increase the number of clients and how to improve their aware¬ness about bank services. The work is also related to internal bank marketing organization and staff education. The basic goal is to attract client attention and to reach more mature communi¬cation level. One section of the work gives an overview of banking development in the past from early primitive forms to current structures. The best „marketing” of ancient banks con¬sisted of efforts to spread a good voice of bank services to potential customers. Historical view also explains how banks reached sophisticated system of granting loans and deposit savings. Contemporary trends and creative strategies in banking marketing are presented, especially related to presentation of bank products to targeted segmnets of client markets. The ex¬amples of marketing campaigns, advertising and messages are analysed, that attract the attention of public according to their originality and information quality. A part of the work is dedicated to marketing trends in main banks that operate in Croatia. At the end, a case study of Privredna banka is presented, explaining how marketing contents are created and how they are presented to the public.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:180:865003
Study programmeTitle: Marketing and communication management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: Stručni/a specijalist/ica marketinga i komunikacija (Stručni/a specijalist/ica marketinga i komunikacija)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
RepositoryRepository ZSB
Created on2019-02-14 16:46:51

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