Abstract
Attempts to market financial services as fast-moving consumer goods products are rather rare in the traditional banking industry. eBanka, a small retail and SME bank in the Czech Republic, applied the FMCG marketing approach with great success. Long-time FMCG marketer, Petr Pistelak, explains the basic principles of FMCG marketing and shows how they were applied to triple the revenue of a small bank in less than three years, while bringing the once struggling bank into profitability.
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