2nd International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2018 – Graz, Austria, November 8, 2018, CONFERENCE PROCEEDINGS published by the Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-13-4
In contemporary business environment changes that are manifested through deregulation of financial operations, the strengthening of competition in financial services and development of the information system increase business risks both in the domestic and international markets. Basic business goals (financial gain, maximizing profit, growth, development, higher market share, risk avoidance) can only be achieved with maximum adjustment to the changes that are most effectively achieved by strategic management which is based on marketing principles that are focused on meeting customers need. Commercial banks must be market-oriented if they want to ensure survival, growth and development. This paper aims to show that modern banking goes into the process of transformation, especially banking management and business technology. Traditional banking is becoming less important when it comes to the efficient functioning of the financial system.
Marketing plan, client needs, banking management
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