Análisis Conceptual del Marketing Tradicional Versus Marketing Digital – Uma Aplicación al Sector Bancário
Maria Jesús López Miguens 
1, Encarnación González Vázquez 1, Lorenzo Rodríguez Comesaña1
1 University of Vigo, Spain
To cite this text:
Miguens, M. J. L., Vázquez, E. G. & Comesaña, L. R. (2012), Análisis Conceptual del Marketing Tradicional Versus Marketing Digital – Uma Aplicación al Sector Bancário, Percursos & Ideias, Vol. 3&4, pp. 51-66.
Abstract
Financial institutions (private banks, savings banks and credit unions) operating under the framework of universal banking, have been subject to historical environmental changes which have led to the evolution of the implementation of marketing strategies performances. This paper is a conceptual presentation of marketing, particularly of its traditional perspective that, by occurrences in the environment, evolves towards a relational paradigm giving priority to the establishment and maintenance of long-term relationships with simultaneous benefits for participants, and marketing digital or holistic, dominant in today’s reality. The research based on the Spanish banking sector and aims to present an evolution overview of marketing applied to the digital bank marketing.
Keywords
Marketing transactional, Relational, Digital, Banking.