A fair classifier chain for multi‐label bank marketing strategy classification

The study purpose is to focus with an analysis of Self Concept level of Bank customers as an Emerging Bank Marketing Strategy. The results of the present study shows that self-concept implicit as an essential factor for each and every individual and can transformones belief, attitude, and reaction towards their emerging marketing strategies and personal life. This study helps to comprehend the efficiency of the banks through their marketing strategies and the influence of self-concept variable of individual bank customers towards the meticulous bank. Thus, this paper concentrateson the relationship between the psychological variable self-concept levels of bank customers towards the specific commercial bank marketing strategies

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Closer Defining of the Content of the Concept of Bank Marketing in the Context of Digitalization of the Economy

Business Inform ◽

10.32983/2222-4459-2021-1-320-327 ◽

2021 ◽

Vol 1 (516) ◽

pp. 320-327

Author(s):

O. I. Lozynska ◽

Keyword(s):

Marketing Strategy ◽

Financial Services ◽

General System ◽

Marketing Strategies ◽

Digital Marketing ◽

Marketing Planning ◽

Product Service ◽

Efficiency And Effectiveness ◽

Banking Institutions ◽

Bank Marketing

The article is aimed at exploring the evolution of scientific approaches to defining the essence of bank marketing, closer defining the content of the concept of bank marketing in the context of digitalization of the economy, determining the essence and place of digital marketing in the general system of bank marketing. As a result of the research, it is found out that the modern scientific conception of bank marketing is digital marketing, which provides grounds to supplement the periodization of the development of bank marketing in Ukraine with a modern stage that corresponds to the introduction of the conception of digital marketing. It is substantiated that digital marketing coexists in the general system of bank marketing with traditional and Internet marketing and applies to traditional and innovative banking products and services. In this context, a differentiation of bank marketing by two features is proposed: type of bank product/service (traditional/innovative) and the type of bank marketing (traditional, informational, digital). In accordance with the suggested differentiation, it is proposed to develop a portfolio of bank marketing strategies. It is proved that the digital marketing strategy is systematically integrated into the overall strategic marketing planning of banking institutions. It is proposed to consider the stages of formation of the digital marketing strategy in connection with the portfolio of marketing strategies implemented in the bank’s activities. Prospects for further research are the scientific substantiation of strategic, tactical and operational aspects of digital marketing in order to increase its efficiency and effectiveness in promoting the image of the bank, banking services and products, attracting and retaining consumers of financial services.

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The Preference Function of Stakeholders and Marketing Strategies for Banks in Tunisia

International Journal of Marketing Studies ◽

10.5539/ijms.v11n2p131 ◽

2019 ◽

Vol 11 (2) ◽

pp. 131

Author(s):

Chiraz. Rouissi ◽

Mbarek Rahmoun

Keyword(s):

Marketing Strategy ◽

Value Creation ◽

Marketing Strategies ◽

Preference Function ◽

Strategic Choices ◽

Marketing Effectiveness ◽

The Government ◽

Bank Marketing ◽

Financial Capitalism ◽

Entire Economy

During recent years, due to the necessary fluctuations that have impacted the financial capitalism, value creation has emerged and found a good basis especially for the company’s shareholders as well as customers, suppliers, bankers, unions and of course the government. So, the birth of the notion of stakeholders is a strict notion, this theory applies to the entire economy. Moreover, the strategic choices are an important part of the banks; hence the importance of the choice of strategy becomes paramount to deal with developments in a rapidly changing environment. An effective bank marketing strategy keeps customers educated. This paper shows recommendations as to the measures to be adopted in order to improve the marketing effectiveness of the banks. The aim of this article is to show the importance of the preference function in banking strategic choices in Tunisia.

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Impact of Marketing Orientation on Financial Performance of Banks in India

International Journal of Banking Risk and Insurance ◽

10.21863/ijbri/2015.3.1.002 ◽

2015 ◽

Vol 3 (1) ◽

Author(s):

Aditya Upadhyay ◽

N. Sivakumar

Keyword(s):

Strategic Management ◽

Financial Performance ◽

Marketing Strategy ◽

Direct Relationship ◽

Foreign Banks ◽

Important Ingredient ◽

Marketing Orientation ◽

The Impact ◽

Strategy Classification

Marketing orientation has become an important ingredient of the strategic management of banks in India due to the changed competitive landscape of the industry. However marketing expenses in banks can be risky as it is difficult to establish a direct relationship between marketing strategy and financial performance. This paper studies the impact of marketing orientation on the financial performance of banks in India. The marketing orientation can be understood by marketing strategy classification to which the banks belong. The study has been conducted on a total of 56 public, private, and foreign banks for the period 2004 to 2012. The paper has identified that certain financial parameters vary significantly among banks classified based on marketing orientation. However, marketing strategy classification has only a subdued impact on the profitability of the banks. The paper concludes with appropriate implications for banks on usage of marketing orientation in strategy.

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