The role and importance of the strategic planning in bank marketing

Gheorghe PISTOL

Abstract


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.

 

 


Keywords


marketing plan, marketing planning, strategic planning, tactical planning, marketing program, higher organizational level, unit level strategic, operational level

Full Text:

PDF

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.




Copyright (c) 2010 author

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.


As to respect GDPR, this site do not allow free registation. Please contact us at: ashues@spiruharet.ro

GDPR Policy:

Please read the statement below:
Processing of personal data and free movement of these data

Registering with this site the author agree with the collection, processing and use of his personal data, exclusively within the ASHUES journal.


 

AWARDS 

WILL BE CONFERRED AT THE END OF THE YEAR

To crown and encourage research efforts of the authors, at the end of a year of publishing our journal board will award online the best papers by distinctions:

1. Best Original Paper Award -  for the paper that has brought something completely new in the reader's attention (a new concept, a new trend, a new proposal in research, etc.)

2. Excellence Award - for the most cited paper and visualized in the online environment during the year

3. First, Second and Third Award- for the best documented and substantiated papers during the year

4. Special Award - to award PhD students and postdocs for the most well documented and substantiated paper


Administred:Rocsana B. Manea Tonis

http://icourses.wix.com/itmk