Eureka! Institutional Repository

In recent years, the sharp increase in competitiveness in Financial services and the Global Financial Crisis have led their executives to find solutions in Marketing. The traditional Banking activities are changing due to increased competition and they are starting to offer new and improved finance services tailored to each customer΄s needs and requires. The new Technology which is influenced by both European and Global Banking system, has enriched and automated the traditional bank work. Banks are trying to diversify, reorganize and innovate so that they look different in the eyes of their customers. Also, the products and services that customers can have today are much more than those of previous years forcing banks to provide higher quality services and products as well as competitive prices to their customers. The customer today is demanding and is a personality that needs special treatment from Bank executives. It is now accepted that banks must use Marketing as a tool for setting goals, strategy and business policy in order to be competitive. Marketing is the one that will meet all these needs created in today’s financial sector using technology, innovation, change of mindset and customer attraction. In this thesis we will study, analyze and present how Marketing is used and its role in the Banking system. In the first chapter will be presented the definition of banks and Marketing, the Marketing goals, ideology and strategy. In the second chapter we will analyze the Banking Marketing, the mix of Banking Marketing, the basic conceptions of banking Marketing and Marketing communication. Also, we will see the SWOT, the PORTER and the PEST analysis. In the third chapter we will study the Banking Marketing in National Bank of Greece and the systems that they use and how they work. Finally, we will see the conclusions of our analyze.