Innowacje w bankowości komercyjnej – ujęcie marketingowe
Innovations in Commercial Banking ‒ Marketing Approach

Summary/Abstract: The objective of the article is to bring closer the essence, scope and solutions used by Polish banks in area of marketing innovations, to present the level and the characteristics of innovation of commercial banks in Poland in the years 2008‒2014 and finally to describe the importance of innovation for banks in the practical implementation of the concept of service design (ie. design services based the philosophy of design thinking). Author analyzes statistical data collected by the Central Statistical Office in 2008‒2014. It could be noticed that the banking services are one of the most innovative branches of the service sector, however, the percentage of banks implementing marketing innovations is steadily decreasing. In the group of entities conducting financial service activities (section 64) ‒ including banks ‒ among all types of marketing innovations implemented in the surveyed period were dominating  innovations related to new media or techniques for product promotion.

• Details
• Contents