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master's thesis
Marketing u funkciji upravljanja imidžom banaka
2017. urn:nbn:hr:124:735262
Bošnjak, Romana
University of Split
Faculty of economics Split

Cite this document

Bošnjak, R. (2017). Marketing u funkciji upravljanja imidžom banaka (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:735262

Bošnjak, Romana. "Marketing u funkciji upravljanja imidžom banaka." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:735262

Bošnjak, Romana. "Marketing u funkciji upravljanja imidžom banaka." Master's thesis, University of Split, Faculty of economics Split, 2017. https://urn.nsk.hr/urn:nbn:hr:124:735262

Bošnjak, R. (2017). 'Marketing u funkciji upravljanja imidžom banaka', Master's thesis, University of Split, Faculty of economics Split, accessed 20 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:735262

Bošnjak R. Marketing u funkciji upravljanja imidžom banaka [Master's thesis]. Split: University of Split, Faculty of economics Split; 2017 [cited 2024 December 20] Available at: https://urn.nsk.hr/urn:nbn:hr:124:735262

R. Bošnjak, "Marketing u funkciji upravljanja imidžom banaka", Master's thesis, University of Split, Faculty of economics Split, Split, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:124:735262

Metadata
TitleMarketing u funkciji upravljanja imidžom banaka
AuthorRomana Bošnjak
MentorNeven Šerić (mentor)
MBZ: 284496
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2017-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Povjerenje je ključ održive suradnje i rasta u gospodarskim prilikama ekonomskih sustava modernog vremena i trendova. Sve veća nesigurnosti i konkurencija, te otvaranja tržišta ka globalizaciji vode potrebi za oblikovanjem strategije održivog rasta. Banke su se našle u nezavidnom položaju nakon izgubljenog povjerenja. Upravo je problematika diplomskog rada uloga marketinga u repozicioniranju i oblikovanju pozitivnog imidža banaka. Istraživanje je ukazalo na to da je povjerenje banaka izgubljeno stoga je nužno ispraviti ranije propuste te pronaći mjeru u kombiniranju svih dostupnih alata. Kao glavni faktor ističe se integrirani pristup te implementacija društveno odgovornog poslovanja (DOP načela) u poslovanje banaka kao i prilagodbe kamata trendovima tržišta. Banke pri tome trebaju voditi računa o svojoj ulozi financijske institucije, te nastojati zaštititi autoritet koji time dobivaju ali se i približiti javnosti kao poduzeća s kojima surađuju kroz kupnju usluga od njih.
Abstract (english)
Confidence is the key to sustainable co-operation and growth in economic conditions of modern economic systems and trends. Increasing uncertainty and competition because of opening up the market to globalization leads to the need to shape a sustainable growth strategy. The banks found themselves in an unequal position after their loss of trust. The role of marketing in repositioning and shaping the positive image of banks is in the focus of the research. Research has shown that trust in banks is lost, so it is necessary to correct earlier failures and find a measure in a combination of all available tools. The main factor is the integrated approach and the implementation of CSR (Corporate Social Responsibility) principles in banking business as well as the adjustment of interest rates to market trends. Banks need to take in account their role as a financial institution and try to protect the authority that they are getting by being that but also to provide strategy that will bring them closer to the public as companies with whom they collaborate through the purchase of services from them.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:735262
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2017-11-27 16:26:51