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2016, vol. 47, br. 1, str. 66-77
Kanali distribucije bankarskih proizvoda i usluga u savremenom poslovnom okruženju
Univerzitet u Novom Sadu, Ekonomski fakultet, Subotica

e-adresaaleksandra.rakita91@gmail.com
Sažetak
Primena marketinga u bankarstvu datira iz 50-tih godina XX veka i od tada se njegova uloga neprestano menja. Svoju savremenu funkciju sinteze postupaka analize, planiranja i kontrole banke na finansijskom tržištu, postiže primenom instrumenata marketing miksa (proizvod, cena, distribucija i promocija). U radu je izvršena analiza distributivne funkcije, a prvenstveno je dat osvrt na savremene kanale distribucije bankarskih proizvoda i usluga na tržištu SAD-a, kao najrazvijenijeg tržišta i nosioca globalnih trendova. Pri tome se pošlo od komparacije tradicionalnih i alternativnih kanala distribucije, kako bi se uporedile njihove prednosti i nedostaci u cilju pronalaženja optimalnog odnosa između njih da bi se, s jedne strane, zadovoljile potrebe klijenata, a sa druge povećala efikasnost bankarskog poslovanja i snizili troškovi.
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O članku

jezik rada: srpski
vrsta rada: pregledni članak
DOI: 10.5937/markt1601066R
objavljen u SCIndeksu: 01.09.2016.
metod recenzije: dvostruko anoniman
Creative Commons License 4.0

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