Designing, Evaluating and Prioritizing Sepah Bank's Marketing Strategies in the Banking Industry

Subject Areas : Business Strategy

Hoossein Adelkhani ¹ , Farideh Haghshenas Kashani ²

1 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2019-03-29 Accepted : 2020-05-12 Published : 2020-06-21

Keywords: Banking industry, Marketing Strategy, customers,

Abstract :

Increasing competition is one of the characteristics for the market environment in the last few decades. As competition intensifies, decision making and policy making become more complicated for survival or victory in the market, and managers are noticing that short-term plans and incoherent efforts is not enough to solve complex organizational issues. Nowadays, the organizational space, working methods, individual’s relationships, communication-information systems and the adapting unpredictable requirements of the future years must be considered for programming. In this research, 30 Sepah Bank’s marketing strategies explained by experts were evaluated by customers and staff with two separated questionnaires in two stages. The results show that the views of customers and employees are different on the prioritization of strategies.

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