出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：The recent crisis has highlighted the problems of banking communication regarding their customers, exacerbated by the lack of financial education of citizens. Thus, it becomes evident the need for change communication strategy in this sector and the search for new methods and approaches. In this work we analyze the changes in recent years in terms of banking communication and how the Islamic banking could be a reference.
关键词：Banca Islámica;comunicación al cliente bancario;estrategia comunicativa;personalización; profesionalización
