Marketing. A financial-banking approach

This paper is intended to be an "introduction" to study marketing in general marketing of financial - banking, in particular. It is mostly a theoretical, academic, and is intended for all those who aim to unravel the "mysteries" of marketing, its methods and techniques, with reference to the activities of the utmost importance for the economy, namely the financial - banking. This, given that all economic activity in the current period (but not only), especially the micro level have developed designed and organized a marketing vision. In such a context, we felt it best to introduce stakeholders - students, master, even practitioners in the field - a part of the complex issue which involves marketing activity, with reference, as noted, the one held in institutions Financial and banking.
Substantiation of this paper is based on the study and critical analysis of field-works is just very little, but also experience relatively long teaching and research in this area of ​​the author, the holder of longer courses of both marketing Spiru Haret University, and other higher education institutions.
Given that work is envisaged that the main beneficiaries of a master program at the University Spiru Haret profile, master with a heterogeneous basic training - economic, technical, humanistic, and consequently even with knowledge in different fields, we considered necessary I do, first, an overview of the basics of marketing, for those with minimal knowledge to understand the mechanism, because, then, to refer to its peculiarities in finance and banking. So I thought the course and so we proceeded to each chapter. Not sure if this approach is the most effective. It remains for the reader to decide.
For the author, as other time, trying to constitute an act of some courage. This at least two reasons. First, we consider that the literature in the field, at least one Romanian - not very rich, and hence, not very wide range of inspiration. In such a context, the book is intended to stand by the few works published in this area works that have gained but a certain "market position", works by famous teachers and specialists in the field. This is the second reason that makes me think that my approach is an act of courage, there is a risk "to me himself" ideas, concepts, definitions, even in the works. I hope not to have happened that way. Either way works but also for me were the basic material in the action taken. It works especially signed by prof. Dr Valerie Olteanu, but also those developed by Prof. dr. Dr. Juliana Cetina, prof. Dr. Lucian Ionescu, Dr. Emanuel Odobescu, authors, along with others, can be considered "pioneers" in the field. All of them, but others are deeply grateful.
As mentioned, the course is aimed, first of all, master of organized programs Spiru Haret University. It can be useful but economists and students of both undergraduate faculties within the universities, and other economic institutions of higher education. I also believe that the issues addressed and respond to concerns of those who work in marketing departments of banking and financial institutions.

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