Innowacje w kreowaniu instrumentów marketingu mix przez nowoczesny bank internetowy (na przykładzie mbanku)
Innovations in creating modern instruments of marketing mix by online bank (on mbank example)

Summary/Abstract: The aim of the article was to show the possibilities offered by composing modern marketing mix instruments by the institution providing the banking services via the Internet. The paper presents aspects of the services assessment by the customer, the importance of distribution, appropriate pricing policy, possible methods of custom brand promotion. Considerations were also supplemented with customer service issues.

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