Volume 1 – 2009 (0006)

A Nova Era do Marketing na Banca

Rui Mendes 1 and and Dilen Ratanji2

1 ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal
2 BANIF – Banco Internacional do Funchal, Portugal

To cite this text:

Mendes, R. & Ratanji, D. (2009), A Nova Era do Marketing na Banca, Percursos & Ideias, Vol. 1, pp. 59-68.

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The unfavourable period in which the banking sector is currently crossing and their difficulties in providing sufficient means to continue maintaining the level of financing for their economic activity, is not hindering their natural tendency to create and develop new mechanisms to help revitalise the market. This a sector which is in permanently volubility, where the customer assumes a central role. The banks, which in recent years have presented ambitious expansion plans, are continuously striving to please and satisfy their customers by providing an excellent service and presenting attractive value propositions with the intention of creating value for the institution as well. With this in mind, customer segmentation has become strategic for the growth of the banks, and the power of persuasion of their communication strategies are the pillars in capturing and maintaining customers. With this increasingly competitive environment there is always someone who surely benefits: the customer.


Segmentation, Customer, Service, Communication, Distribution.