Analiza e mjeteve financiare në shpenzimet e marketingut në sektorin bankar shqiptar
Analisy of financial assets and impact of financial crises on marketing expensures in albanian banking system

Summary/Abstract: The last decade has faced the financial institutions with radical changes. More on this, globalization has increased the competition level, as well as the information flow, which has consequently erased the “loyal customer” of the past. In similar situations, these institutions consider marketing as critical to their success! Marketing application in the banking sector has been firstly used in Western Countries, in the 1950. In the following years, the developments in this sector were more and more oriented from the market, which pushed the banks constantly in pursuing for new potential markets. During the last years, the banking sector has been focused even more toward marketing due to several reasons, such as: the changes in the demographic structure, the increased competition in the financial sector, the goals of banks for own profits, etc. In fact, the marketing of banks does not include only the sales of products and service, but it is also considered as a function that creates personality and image of the banks in consumer’s perceptions. However, due to globalization, in a short period of time, the recent financial crisis has created an impact on developed and developing countries. Developed countries, such as US, have experienced failures of big companies, have had reduction in the level of employees, have experienced price increases, etc. On the other hand, developing countries, like Albania, have faced the effect of the crises on FDI, goods prices, incomes, etc. Therefore, the aim of this paper is to analyze the impacts of this economic crisis on the marketing expenses in the Albanian banking sector. Experience so far has proven that in economic crises periods, companies have the tendency to reduce mainly the marketing budget. This situation has been observed even in this current crisis, where companies, including the Albanian banking sector, have minimized considerably their budgets in research and development, promotion, etc.

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