Kredytowanie gospodarstw domowych w strategii marketing-mix

Abstract

The article presents the uses of the marketing-mix strategy in credit activity for households. Contemporary individual customers require complex service. Former practice of banks shaw, that the use of marketing tools has been forgotten in gaining and keeping credible borrowers. Bank, which wants to achieve success, concrete and measurable advantages must connect all elements of marketing in one integral, in order that they cooperate and were not competitive in relation to each other.