“MARKETING AND MANAGEMENT AS A PERFORMANCE TO THE COMMERCIAL BANKS”

Abstract

This Master thesis’ purpose is to include a defined number of segments of the contemporary marketing, banking marketing and management to the commercial banks’ performances, in order that the commercial banks in the open market in free competition, be distinguished from others. The concept of marketing from the etymological point of view, originates from the Anglo-Saxon origin. Consists of two words: market + ing, where market means market itself, meanwhile the ing suffix has several meanings such as process, action, way to profit. Regarding to the marketing definitions, there were some different evolutions: for example The American Society for Marketing, has embezzled this definition: ‘’Marketing is a process that deals with business activities which head the streams of goods and services from the manufacturer to the consummator or user.’’ Meanwhile Philip Kotler gives this definition:’’Marketing means market business for processing the fulfillment of needs and wishes of people. General review on the management and strategic planning to the Marketing is a series of activities which optimize production for the fulfillments of needs and requires of consummators, because the market with its mechanisms suggests on the production form, assortment, distribution, cost, , production, orders and behavior of consummators (of individuals, organizations and society). So, marketing is a business activity, that has an impact on the regulating and defining production, in the exchange process with the only purpose of: fulfillment of needs and requests of consummators, and profit realization of the enterprise. As a second component in the review of this theme is also the management and especially the strategic management along with the strategic planning which both make up the basic column of a successful banking business. Banks, in the market economy conditions, companies (also banks) to concept and implement the long- term business politics, mid-term and short-term, which is going to be stable in the market along with competitive rivals, must compile and manage the strategy and its strategic planning.