Marketing-mix strategies of banks in Poland
Marketing-mix strategies of banks in Poland

Summary/Abstract: Marketing activities of banks implemented since the mid- 90s over time become fully professional. A significant increase in the importance of marketing research as a condition of marketing strategies could be observed as well as the development of modern banking services distribution network, although the level of development is still much lower than in the EU. One could see a rapid increase in the quantity and quality of banks’ offer as well as an increase of promotional activities professionalism. Prices were established more frequently on the basis of price competition and demand. Fees and commissions were of increasing importance for banks. There are many different measures for bank marketing activities: sale of loans, deposits, changes in the level of income or capital. Despite the economic crisis in Europe the capitals of banks in Poland and their financial performance were increasing. It can therefore be concluded that marketing and the use of marketing-mix instruments were an important factor in these effects.

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