The role of dynamic marketing balance in enhancing marketing performance Survey study on a number of Iraqi private banks

Hafsa Atallah Hussein

Abstract


This study seeks to provide a viewpoint on the marketing performance of banks in the context of the dynamic equilibrium of marketing. The current study attempts to discuss the views regarding the marketing performance of commercial banks, within the framework of the dynamic balance of marketing, and aims to design a model for measuring marketing performance through the dimensions of the dynamic balance of marketing, and these dimensions are the strategic alliance, laws and legislations, competition, and work to detect any dimensions more effective in achieving performance. The current study aims to show the importance of the dynamic balance of marketing and its relationship to marketing performance in the Iraqi banking sector.

Keywords


Keywords: Dynamic Equilibrium of Marketing, Marketing Performance, Collaboration, Regulations Institutions, Focus on the customer, Focus on the Competitors.

Full Text:

PDF

References


Durakovic, "Design for Additive Manufacturing: Benefits, Trends and Challenges," Periodicals of Engineering and Natural Sciences, vol. 6, no. 2, pp. 179-191, 2018.

A. Abbadi, H. Fawzi, "The role of product quality in the customer's abhoras using the Kano model." Al-Ghari Journal of Economic and Administrative Sciences, vol. 3, No. 16.2010

A.Yousef, H., Abbadi, H. Fawzi Dabbas, Customer Relationship Management, Al-Warraq Publishing and Distribution, Amman-Jordan. 2009

N. Abdul Majeed, A. Mohamed ,"Marketing Strategies: Concepts, Foundations, Jobs", 1, Dar Wael Publishing and Distribution, Amman, Jordan. 2004,

S.Ghaleb, , "Strategic Management", Dar Al-Yazuri Publishing and Distribution, Amman-Jordan. 2010.

D. Jie, A., "Marketing Management", Dar al-Kut Books and Printing, Mosul University, Mosul, Iraq. 1999

H.Scott, The One-Day Marketing Plan: Organization and Completing a Plan That Works" ,3rd Edition , McGraw-Hall Companies, Inc. , New York. ,2009.

A. Henry, "Alliances as collaborative regimes: An institutional based explanation of cooperation", Competitiveness Review: An International Business Journal incorporating Journal of Global Competitiveness, Vol. 21 Iss: 1. 2012

T. Amble, F. Kokkinaki, "Measures of marketing success", Journal of Marketing Management, Vol. 5 No. 13. 1997

T. Ambler, D. Riley, "Marketing metrics: a review of performance measures in use in the UK and Spain", Report No. 00-500, Marketing Science Institute, Cambridge, MA. v0l.5. no2.2000

A. Adu, “Marketing activities and business performance: evidence from foreign and domestic manufacturing firms in the liberalized developing economy", Vol. 16 No. 7.1998

A. Adu, K. Fyall, ,S. Singh, "Marketing effect and business performance in the financial services industrial", Journal of Services Marketing, Vol. 15 No. 1.2001

J. Arndt "The Political Economy Paradigm: Foundation for Theory Building in Marketing", Journal of Marketing, 47.1983

A. Nsobiari Festus,"Strengthening Customer Retention through the Management of Customer Relationships in Services Marketing", electronic copy available at: http://ssrn.com. 2008

M.Baker, "The future of marketing", Marketing Theory - A Student Text, South-Western, Boston, MA.2000

F. Buttle, "Relationship marketing", in Relationship Marketing: Theory and Practice, F. Buttle, London: Paul Chapman Publishing, V0L.79 N0.41.1989

I.Chen, K.Popovich, "Understanding customer relationship management (CRM)", Business Process Management Journal, 9 (5).2003.

B. Durakovic, "Design of Experiments Application, Concepts, Examples: State of the Art," Periodicals of Engineering and Natural Sconces, vol. 5, no. 3, p. 421‒439, 2017.

B. Durakovic , H. Basic, "Continuous Quality Improvement in Textile Processing by Statistical Process Control Tools: A Case Study of Medium-Sized Company," Periodicals of Engineering and Natural Sciences, vol. 1, no. 1, pp. 39-46, 2013.




DOI: http://dx.doi.org/10.21533/pen.v9i3.2255

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Hafsa Atallah Hussein

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

ISSN: 2303-4521

Digital Object Identifier DOI: 10.21533/pen

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License