Holistički pristup marketingu u bankama u Crnoj Gori
A Holistic Approach to Marketing in Montenegrin Banks
Apstrakt
U savremenim uslovima globalizacije tržišta i jake konkurencije, neophodno je unaprediti holistički pristup marketingu u bankarstvu. Ovaj rad je zasnovan na istraživanju sprovedenom u bankama u Crnoj Gori. Cilj ovog istraživanja je bio utvrditi da li banke u Crnoj Gori imaju precizno definisan koncept marketinga, prepoznatu specifičnu prirodu marketinga u bankarstvu i prihvaćen holistički pristup koncepta modernog marketinga. Glavna svrha marketinga u bankarstvu je privući, zadržati i razviti dugoročne odnose s klijentima i drugim akterima. Takođe, koncept marketinga u bankarstvu uključuje ostvariva nje pune saradnje sa kupcima kroz relacioni marketing, upravljanje odnosima sa kupcima (CRM), alternativnih kanala distribucije u modernom bankarstvu i, uopšte, holistički pristup marketingu. Marketinške analize pomoći će identifikovanju prednosti i nedostataka u marketingu u bankarskom sektoru Crne Gore i dati platformu za strateško planiranje za njegov dalji razvoj.
Abstract
In modern conditions of market globalization and strong competition, it is necessary to improve a holistic approach to marketing in banks. This paper is based on the research conducted in the banks in Montenegro. The goal of this study was to determine whether the Montenegrin banks have clearly redefined the concept of marketing, recognized the specific nature of marketing in banking and adopted a holistic marketing concept in modern banking. The main purpose of marketing in banking is to attract, retain and develop long-term relationships with customers and other stakeholders. Also, the marketing concept in banking includes the achievement of full cooperation with customers through relationship marketing, customer relationship management (CRM), alternative distribution channels in modern banking and, in general, a holistic approach to marketing. Holistic marketing analysis will help identify the strengths and weaknesses in marketing in the banking sector of Montenegro and give platform for strategic planning for its further development.
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