MAIN SPHERES OF MARKETING APPLICATION IN FINANCIAL INSTITUTIONS OF TRANSITIONAL AND LESS DEVELOPED COUNTRIES

Autori ovog članka smatraju da se efikasan marketing u financijskim institucijama u tranzicijskim i u nedovoljno razvijenim zemljama mora usmjeravati na rješavanje triju osnovnih marketinških problema tih institucija: na izgradnju povjerenja, na informiranje i na izgradnju kvalitetnih dugoročnih odnosa s komitentima, pa su stoga tome problemu posvetili posebnu pažnju.Taking into account special qualities of entire environment of financial institutions\u27 activity in transitional and less developed countries, the authors of this article consider that efficient marketing must orientate to solution of three fundamental marketing problems of financial institutions: (1) creation of confidence, (2) informing and (3) development of quali-tative long-term relations with clients. Since insufficient confidence is a permanent source of instabilitv of financial structures, its obtaining and maintenance at the tum of century should be a primarv marketing goal, therefore a special attention has been paid to this problem