THE ROLE OF MARKETING AND BRAND IN BANKING

One of the key tasks for modern banks is finding ways and methods for creating sustainable competition advantage in increasingly competitive financial markets. The role of marketing within this task is beyond doubt, especially in bank services quality area. The quality is reached through putting clients in the epicentre and by giving them special treatment. Marketing has been a little slow in taking part in this financial, that is, banking area. This lag is being made up for by more personal attitudes to clients. Information technology application made this way of functioning easier, it created a data base which included some important personal dates in clients’ lives. The ambition to be different is closely connected to brand creation. Once it has been determined what makes a brand, it is necessary to express it through marketing activities. This very relation is the foundation for marketing and brand relationship. These are the main topics of this paper about banking sector specific points. Brands offer rational as well as emotional benefit. It will be even more stressed in the future

Persistent sciatic artery: A case report

INTRODUCTION The sciatic artery represents the earliest embryological blood supply to the lower extremity. It regresses after the 3rd month of embryologic development. The proximal part of the sciatic artery eventually persists as the inferior gluteal artery. Rarely, however, it persists into adulthood when it is frequently associated with numerous possible complications (aneurysm formation, embolism, nerve compression, rupture, thrombosis). CASE OUTLINE In March 1996, a 48-year-old male was admitted for angiography of the blood vessels of the right inferior extremity, before an elective orthopaedic procedure. Arteriography of the right leg was done in a usual manner through the right common femoral artery in order to get an angiogram of the popliteal trifurcation and crural arteries. However, on the first field we noticed a hypoplastic superficial femoral artery, as well as a huge persistent sciatic artery (PSA) originating from the internal iliac artery running distally and overlapping the deep femoral artery. There were no aneurysm and stenotic changes of PSA. CONCLUSION If clinical condition is stable, follow-ups at 12 months intervals should be done by means of ultrasound. The therapeutic decisions also depend on complete or incomplete PSA