MEDIUL DE MARKETING BANCAR. ANALIZA PEST PENTRU SISTEMUL BANCAR ROMÂNESC
BANK MARKETING ENVIRONMENT. PEST ANALYSIS FOR THE ROMANIAN BANK SYSTEM

Summary/Abstract: The marketing environment of a company isidentified in the multitude of actors and forces exterior to marketing thathave an impact on the ability of marketing managers to establish and maintainsuccessful relationships with their target group clients. This providesfavourable occasions but it also poses threats. Each organisation functionsunder the conditions offered by its external environment. In this respect, theresults of its activities greatly depend on the extent of being familiar withthe phisiognomy and functioning mechanism of the environment and on the possibilitiesand ability of the organisation to make use of the possibilities and to avoiddistresses posed by it.

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