The role and importance of the strategic planning in bank marketing
Keywords:
marketing plan, marketing planning, strategic planning, tactical planning, marketing program, higher organizational level, unit level strategic, operational levelAbstract
The paper aims to highlight the strategic planning role and place in bank marketing, define the concepts of strategic planning and marketing planning and the tactical planning, marketing plan and marketing program.In this context, the author emphasize the strategic marketing planning process and its implementation stages (defining the specific mission, environmental analysis, formulation of objectives, strategies, action plans and programs, implementation, testing, overhaul and performance evaluation). Also, are reviewed organizational and decision levels specific for the strategic planning, higher organizational level, strategic unit level and operational level and the criteria considered in formulating objectives: acceptability, flexibility, motivating character, clarity, feasibility and compatibility.References
• Bravo Rafael, Montaner Teresa, Pina M. José (2009), The role of bank image for customers versus non-customers, „International Journal of Bank Marketing”, Vol. 27 Iss: 4, pp. 315-334.
• Coughlan Joseph, Shale Estelle, Dyson Robert (2010), Including the customer in efficiency analysis: Evidence of a hybrid relational-transactional approach, „International Journal of Bank Marketing”, Vol. 28 Iss: 2, pp. 136-149.
• Florescu C., Mâlcomete P., Pop N.A. (2003), Marketing. Dicţionar explicativ, Editura Economică, Bucureşti.
• Järvinen Raija, Lehtinen Uolevi, Vuorinen Ismo (2003), Options of strategic decision making in services: Tech, touch and customisation in financial services, „European Journal of Marketing”, Vol. 37 Iss: 5/6, pp. 774-795.
• Kenneth Andrew (1993), Bank Marketing in a Changing World, „International Journal of Bank Marketing”, Vol. 8 Iss: 5, pp. 2-56.
• Matos Celso Augusto, Henrique Jorge Luiz, Rosa Fernando (2009), The different roles of switching costs on the satisfaction-loyalty relationship, „International Journal of Bank Marketing”, Vol. 27 Iss: 7, pp. 506-523.
• Meidan Arthur (1993), Bank Marketing Strategies, „International Journal of Bank Marketing”, Vol. 1, Iss: 2, pp. 3-17.
• Moutinho L., Phillips P.A. (2002), The impact of strategic planning on the competitiveness, performance and effectiveness of bank branches: a neural network analysis, „International Journal of Bank Marketing”, Vol. 20 Issue: 3, pp. 102-110.
• Olteanu Valerică (2007), Marketing financiar-bancar, Editura Ecomar, Bucureşti.
• Pistol M. Gheorghe (2009), Marketing – O abordare din perspectivă financiar-bancară, Editura Universitară, Bucureşti.
• Pop Nicolae Al. (coordonator) (2000), Marketing strategic, Editura Economică, Bucureşti.
Downloads
Published
How to Cite
Issue
Section
License
The Annals of Spiru Haret University. Economic Series operates under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, granting authors full copyright of their work without restrictions. This licensing framework ensures that the journal’s content can be shared and adapted non-commercially, provided appropriate credit is given and derivative works are distributed under the same terms.
By adhering to these principles, the journal reaffirms its commitment to promoting high-caliber research and supporting the global exchange of economic knowledge.