IDEAS home Printed from https://ideas.repec.org/a/exp/mkting/v4y2016i2p39-45.html
   My bibliography  Save this article

Development and Creation of Competitive Advantages in the Function of Marketing Services in Financial Institutions

Author

Listed:
  • Fatos UKAJ

    (University of Pristina “Hasan Prishtina”, Kosovo)

Abstract

The marketing of the financial services by financial institution is regarded as an easier job. This is due to the fact that, in most cases, when a client is gained, he/she remains loyal to the institution on a long term. Nowadays, taking into consideration the needs of the consumers - clients who are undergoing a constant change - financial institutions are faced with a necessity to have the required knowledge and information regarding what and how to meet the needs of their clients. Financial institutions have reached a stage of adapting their daily activities with the demands of their clients. Thus, this is due to the available information which deals with the needs of the clients, opportunities of financial institution themselves, structural changes in the services provided, and the changes in the market which includes competition. This paper will strive to present the stages of the marketing development in financial institutions through the acquisition of knowledge regarding the finances and marketing of these services. It also involves the current concept and approach towards marketing by financial institutions in Kosovo. Adopting new approaches would satisfy the client and would strengthen the position of financial institution. In addition, through this analysis, we will try to show the importance of including the concept of marketing in the operations and strategies of financial institutions for a successful business.

Suggested Citation

  • Fatos UKAJ, 2016. "Development and Creation of Competitive Advantages in the Function of Marketing Services in Financial Institutions," Expert Journal of Marketing, Sprint Investify, vol. 4(2), pages 39-45.
    • Handle: RePEc:exp:mkting:v:4:y:2016:i:2:p:39-45
    as

    Download full text from publisher

    File URL: http://marketing.expertjournals.com/wp-content/uploads/EJM_406ukaj39-45.pdf
    Download Restriction: no
    File URL: http://marketing.expertjournals.com/23446773-406/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Dr. Ajay Jain, 2007. "Managerial Role in International Marketing Strategies," Journal of Commerce and Trade, Society for Advanced Management Studies, vol. 2(2), pages 29-31, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.

      More about this item

      Keywords

      financial institutions; information; communication; client; marketing;
      All these keywords.

      JEL classification:

      • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
      • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

      Statistics

      Access and download statistics

      Corrections

      All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:exp:mkting:v:4:y:2016:i:2:p:39-45. See general information about how to correct material in RePEc.

      If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

      If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

      If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

      For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alin Opreana (email available below). General contact details of provider: https://marketing.expertjournals.com/ .

      Please note that corrections may take a couple of weeks to filter through the various RePEc services.

      IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.