New trends in marketing and communication in the Italian banking sector
New trends in marketing and communication in the Italian banking sector
Author(s): Jarmila Šalgovičová, Jarmila Šalgovičová FerrieroSubject(s): National Economy, Financial Markets, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Banking; Digital communication; Integrated marketing communication; Italy;
Summary/Abstract: This article deals with the topics of new trends in marketing and communication in the Italian banking sector, features and specificities of digital consumer in Italy and expectations for the future. Marketing communication in banking sector is unique, as it is in each country, and each sector, as it depends on specific features of consumer preferences. Although consumers become increasingly digital, there are still segments that prefer conservative communication about banking products and human contact what can be an opportunity of business. This paper wants make a contribution to better understanding of the current trends, analyzing and explaining several new features of the Italian banking market in the framework of the permanent innovation process.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/2
- Page Range: 247-254
- Page Count: 8
- Language: English