Peculiarities of Advertising Banking Operations: Models 4P and 2S
Tatiana Kondratskaya,
Ekaterina Shagina,
Galina Kondratskaya
Abstract:The article summarizes the results of the theoretical and practical researches in the field of the advertising carried out by the universal financial organizations. The motivation was the established trend of presenting the bank’s operations to customers in advertising as a product possessing the properties of both goods and services. It contradicts the classical theory of the services laid down by the works of F. Kotler, K. Lovelock, E. Gammesson, K. Grönroos. The paper proposes the reason that explains the p… Show more
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