Journal of
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Archive » October 2019 » Banks’ communication in Italy, past and future

Banks’ communication in Italy, past and future

Maurizio Baravelli,Domenico Colella,Daniele Previati
October 2019 - n. 10
Keywords: Comunicazione bancaria, strategie competitive, pubblicità
Jel codes: G20, G21, M30

The scenario in which banking communication moves today raises the question of how to re-create trust and maintain it by increasing the attractiveness of a bank that is less and less physically visible and has greater difficulty to differentiate itself from competitors. The new scenario therefore requires new ideas and greater creativity also in communication.

 

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