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Bank marketing, international practices and directions of implementation in the Republic of Moldova

Author: Angela Filip
Degree:doctor of economics
Speciality: 08.00.06 - Marketing; Logistics
Scientific adviser: Victor Căun
doctor, professor, Academy of Economic Studies of Moldova
Scientific council:


The thesis was presented on the 23 December, 2004
Approved by NCAA on the 21 April, 2005


Adobe PDF document0.41 Mb / in romanian


The work is dedicated to the analysis of bank marketing content by means of studying international marketing practices on the banking market, for the purpose to identify directions of their implementation into commercial banks activities and to substantiate the model of banking marketing with a view of efficient organization of the marketing system in commercial banks from the Republic of Moldova.

With a view of realization of this objective which is a requirement raised by commercial banks, which follow continuous increase of the banking performances, there have been studied peculiarities of the local marketing development, possibilities and directions of introducing the international experience considering specific character of the Republic of Moldova, its culture and mentality established.

The work grounds conceptions of the bank marketing, banking product, banking service and systematizes theoretical and evolutionary approaches to the bank marketing.

The author has sistematized basic interantional banking practices with a partial applicability or perspective application for banking institution from the Republic of Moldova.

A special attention in the work is paid to the analysis of the local banking market and actual development trends, elaboration of a methodical model for organization of the marketing system and process at the commercial bank.

The work contains an analysis of the marketing activity within the commercial bank and grounds the principles of development of the marketing service on conditions of economic efficiency.

The research results bear a conceptual, methodological and applicable character and can be useful for elaboration and implementation of projects regarding introduction of banking practices and contents which influence performances of banking institution directly as well as in training process.