期刊名称：Zagreb International Review of Economics and Business
印刷版ISSN：1331-5609
出版年度：1998
卷号：1
期号：1
页码：109-126
出版社：Ekonomski fakultet Sveučilišta u Zagrebu
摘要：In this article author presents the results of an empirical study aimed at the assessment of real state of marketing concept within Croatian banking system. State of marketing in Croatian banks is not satisfactory, but there is a rational explanation of such a situation. Croatian banks are in process of market transformation and even they realise, but slowly, the importance of ‘being market oriented’ They not only lack knowledge, but also real incentive to make it happen. Since the money supply is significantly lower than the money demanded, there is no increased pressure to use sophisticated marketing methods.
