The Role of Marketing Effectiveness in Improving Performance: A Field Study of CPA Bank in Biskra, Algeria
| المصدر: | مجلة بحوث الإدارة والاقتصاد |
|---|---|
| الناشر: | جامعة زيان عاشور بالجلفة - كلية العلوم الاقتصادية والتجارية وعلوم التسيير |
| المؤلف الرئيسي: | Brahimi, Farouk (Author) |
| مؤلفين آخرين: | Bezgrari, Abla (Co-Author) |
| المجلد/العدد: | مج6, ع1 |
| محكمة: | نعم |
| الدولة: |
الجزائر |
| التاريخ الميلادي: |
2024
|
| الشهر: | مارس |
| الصفحات: | 786 - 814 |
| ISSN: |
2676-184x |
| رقم MD: | 1457052 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Marketing Performance | Marketing Activity | Marketing Effectiveness Review | Marketing Review | Operational Efficiency
|
| رابط المحتوى: |
عدد مرات التحميل
6
| المستخلص: |
This study delves into the analysis of the impact of marketing activities on improving marketing performance at Bank CPA's Biskra branch. It begins with a theoretical examination of the research variables and subsequently translates them into practical applications within the bank's context. The study relied on a random sample of Bank CPA employees. Data collection was conducted through a designed questionnaire for the purposes of this study. After conducting various statistical tests, primarily using SPSS version 20, the study yielded several valuable results. These results revolved around the influence of reviewing marketing effectiveness in its different dimensions (customer philosophy, organizational integration, marketing information, strategic orientation) on the marketing activity within Bank CPA. It's worth noting a weaker influence of operational efficiency on marketing activity at the study's bank branch. The study also recommends the importance of enhancing proper scientific and practical practices for both the marketing effectiveness and marketing performance dimensions within most organizations. This can be achieved through raising awareness, training, education, and empowerment. |
|---|---|
| ISSN: |
2676-184x |
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