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Using Marketing Performance Appraisal to Develop Bank Marketing Strategy

ADEGBUYI , O. A. and Adebola, Oladimeji A. (2008) Using Marketing Performance Appraisal to Develop Bank Marketing Strategy. Joumal of Management and Society, 1 (1). pp. 83-93. ISSN 0850-2846

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The 'strategic posture' of banks depends partly on the competitive environment, partly on its allocation of marketing resources. Strategic posture is determined in the context of the strengths, limitations, and corporate objectives of the bank. This paper presents different marketing strategies for bankers, suggesting that the selection of appropriate strategy should be based on the internal conditions and external forces facing the firm. The selected strategy should then be implemented by a prudent marketing plan. If a bank's marketing strategy is to be effective, due attention should be given to the marketing organizational structure and its department responsibilities. Finally, the study suggests several alternative criteria for evaluating the performance of the selected marketing strategy. Dynamic conditions and strategic objectives should be continually appraised in order that bankers might retain the market advantage

Item Type: Article
Uncontrolled Keywords: Performance appraisal, marketing, marketing strategy, bank, strategic objectives.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 16 Dec 2014 13:39
Last Modified: 16 Dec 2014 13:39

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