SERVICE MANAGEMENT AS A MARKETING MIX INSTRUMENT - EXAMPLE OF EFG EUROBANK BELGRADE

Scientific review article
Autor: Branislav Radnović PhD, Milena Ilić MSc

Summary: The main objective of each bank is to meet the needs of its existing and potential clients - the consumers. This is achieved through proper management of marketing mix instruments by the bank’s marketing management. One of the instruments of service marketing mix, used as the starting point in the process of planning, designing and implementing the marketing strategy, is a service, or a service-product. In an increasingly intense competitive struggle in the turbulent banking market, innovation or, alternatively, modification, is a means of finding room for expansion in this highly demanding market, as it is today, particularly given the current crisis.

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