Narzędzia marketingu mix wykorzystywane przez spółki doradztwa finansowego w Polsce
Instruments of marketing mix used by financial advisor companies in Poland

Summary/Abstract: Building a competitive advantage for financial institutions in a hyper competition conditions is done through the use of price and non-price elements of their strategy. Currently, one of the leading areas of the strategy of financial institutions, including banks and financial advisors, is widely understood communication with the market and stakeholders, taking the form of a marketing strategy. The sector of financial advisors due to the not very long operating history, being the creation of a bottom-up initiative and lack of knowledge about the functioning of financial advisors and their business model within Polish society uses the full instruments of marketing of financial services, known as 7P. The purpose of this activity is to promote the offer of individual consultants, but also to build a positive image of a financial advisor as a profession in the eyes of Polish society, whom it is worth to entrust the choice of the best credit or life savings for multiplication. It is particularly important in terms of free access to the profession of financial advisor, in the absence of mandatory certification and licensing and supervision by the FSA

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