Relevant bibliographies by topics / Bank marketing

Academic literature on the topic 'Bank marketing'

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Published: 4 June 2021
Last updated: 30 July 2024

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Journal articles on the topic "Bank marketing"

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Nel, Jacques, and Christo Boshoff. "Traditional-bank customers' digital-only bank resistance: evidence from South Africa." International Journal of Bank Marketing 39, no. 3 (January 20, 2021): 429–54. http://dx.doi.org/10.1108/ijbm-07-2020-0380.

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PurposeDigital-only banks are emerging as challenger banks to the traditional-bank business model in South Africa. However, traditional-bank customers could resist the use of digital-only banks, theoretically due to their satisfaction with the status quo. Consequently, inertia arising from bias to traditional banks based on status quo satisfaction could engender their resistance to become customers of digital-only banks. The objective of the study, therefore, is to investigate how traditional-bank customers' inertia influences digital-only bank resistance.Design/methodology/approachBased on a literature review, digital-only bank adoption barriers and cognitive-based initial distrusting beliefs were identified as mediators of the influence of inertia on digital-only bank resistance. To test the mediation model empirically, data was collected from 610 traditional-bank-only customers.FindingsThe five adoption barriers fully mediate the influence of inertia on cognitive-based initial distrusting beliefs. The five barriers in serial with cognitive-based initial distrusting beliefs partially mediate the influence of traditional-bank customers' inertia on digital-only bank resistance. Cognitive-based initial distrusting belief is an essential factor in the mechanism underlying the influence of traditional-bank customers' inertia on digital-only bank resistance.Originality/valueDigital-only banks are relatively new. Research is therefore lacking in consumer behavior explaining the use of digital-only banks by traditional-bank customers in the South African context. A further novelty of the study is the empirical assessment of mechanisms that explain the influence of inertia on cognitive-based initial distrusting beliefs, and the influence of inertia on resistance behavior.
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Chen, Kai. "The effects of marketing on commercial banks' operating businesses and profitability: evidence from US bank holding companies." International Journal of Bank Marketing 38, no. 5 (April 17, 2020): 1059–79. http://dx.doi.org/10.1108/ijbm-08-2019-0301.

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PurposeThis paper aims to explore the role that marketing plays in commercial bank management. Specifically, we examine the effects of marketing activities on banks' operating businesses, i.e. deposit, loan and service businesses. Furthermore, we investigate the effect of marketing activities on bank profitability.Design/methodology/approachA series of hypotheses about the associations of marketing activities with banks' deposits, loans, services and profitability are developed. The fixed-effects linear model with an AR (1) disturbance is applied on the panel dataset of FR Y-9C reports to test these hypotheses.FindingsThe results show that total loans and service proceeds are positively associated with marketing activities, which is measured by banks' advertising and marketing expenses. The effects of marketing activities on loan and service businesses are far-reaching to the second quarter in future. Moreover, the results reveal that profitability, measured as net income over total assets, increases with marketing activities.Practical implicationsFrom the findings of this study, bank managers can learn the strengths and weaknesses of their marketing strategies and therefore better coordinate the marketing resources used in different areas of business. The study provides bank managers with a direction to examine the weaknesses in their marketing management.Originality/valueAn issue in bank marketing that has not been explored yet is whether and how marketing activities affect commercial banks' specific businesses, such as deposits, loans and services, and how improvements in the specific businesses further affect bank profitability. This study is the first one to address this fundamental issue in bank marketing. Furthermore, the study provides the supplementary evidence that marketing contributes to commercial banks' profitability.
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БОРИСОВА, О. И., and Г. И. НИКИФОРОВА. "South Korean Banking Marketing Technologies." Vestnik of North-Eastern Federal University. Series "Economics. Sociology. Culturology", no. 1(29) (April 3, 2023): 27–31. http://dx.doi.org/10.25587/svfu.2023.22.87.003.

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Успех коммерческих банков в любой стране зависит от объема продаж своих услуг и товаров, способности привлечения новых клиентов, удержания имеющейся доли рынка, конкурентоспособности, скорости адаптации к кризисам, новым рыночным условиям и научным достижениям. Банковский маркетинг в современных условиях становится абсолютно необходимой технологией для успешного развития любого финансового-кредитного учреждения. Грамотное изучение и применение опыта зарубежных банков позволит отечественным совершенствовать используемые маркетинговые технологии, тем самым развиваться быстрее. Целью статьи выступает изучение практики банков в сфере маркетинга в Южной Корее ‒ азиатской стране, маркетинг которой развивается с невероятной скоростью. В статье рассмотрены результативная практика маркетинговых отделов различных Южно-Корейских банков (Shinhan, KakaoBank, Hana Bank, Woori Bank, KEB Hana Bank, Line Bank и т. д.), подходы которых могут быть использованы отечественными банками, а также тенденции на банковском рынке. Авторы анализируют опыт корейских банков: интернет-банкинг, Customer Relationship Management, облачные технологии, цифровой маркетинг. В статье рассмотрены исторические предпосылки возникновения «чуда на реке Ханган», типичное поведение корейских потребителей, бурный рост KakaoBank. В результате исследования определены ориентиры развития маркетинга в российских банках, основанные на опыте банков Южной Кореи и особенностях России. The success of commercial banks in any country depends on the volume of sales of their services and goods, the ability to attract new customers, retain its existing market share, competitiveness, speed of adaptation to crises, new market conditions and scientific achievements. In contemporary conditions, bank marketing is becoming absolutely accessible for the successful development of any financial and credit institution. A competent study and application of the experience of foreign banks will allow domestic ones to improve the marketing technologies used, thereby developing faster. The purpose of the article is to study the practice of banks in the field of marketing in South Korea, an Asian country whose marketing is developing at an incredible speed. The article discusses the effective practice of the marketing departments of various South Korean banks (Shinhan, KakaoBank, Hana Bank, Woori Bank, KEB Hana Bank, Line Bank, etc.), whose approaches can be used by domestic banks, as well as trends in the banking market. The authors analyze the experience of Korean banks: Internet banking, Customer Relationship Management, cloud technologies, digital marketing. The article discusses the historical background of the “miracle on the Hangang River”, the typical behavior of Korean consumers, the rapid growth of KakaoBank. As a result of the study, guidelines for the development of marketing in Russian banks were determined, based on the experience of banks in South Korea and the specifics of Russia.
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Mullineaux, Donald J., and Mark K. Pyles. "Bank marketing investments and bank performance." Journal of Financial Economic Policy 2, no. 4 (November 9, 2010): 326–45. http://dx.doi.org/10.1108/17576381011100856.

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Putri, Mega, Chandra Hendriyani, and Tengku Sitti Rochmah. "Analysis Of Tandamata Saving Event Marketing in Increasing The Number Of Customers At Bank Bjb Bandung Head Office." Jurnal Sekretaris & Administrasi Bisnis (JSAB) 8, no. 1 (February 29, 2024): 77. http://dx.doi.org/10.31104/jsab.v8i1.391.

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In today's competitive era of inter-bank competition, companies must be able to adjust the right marketing strategy, because everything is done to maintain the company's existence. Banks are financial institutions that collect funds from the public and then channel them back through credit. To attract consumers or prospective customers, Bank bjb's head office conducts event marketing promotions through concerts by inviting various top artists. It is hoped that this will become an attraction for prospective Bank bjb customers. The purpose of this study was to determine the success of the event marketing of the Tandamata savings and the DIGI Cash Application, in increasing the number of customers at Bank bjb's head office. The research method used is qualitative, with a descriptive approach through interviews and direct observation. The results of the study show that the strategy used by Bank bjb has been effective, as evidenced by the increasing number of Tandamata savings customers, the procedure for opening Tandamata savings can run well, reflected in the convenience provided by Bank bjb to customers. However, for a good marketing event, it must be able to influence the number of customers who open bjb Tandamata savings at bank bjb.
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Elisa, Nur, Rafika Rahmawati, and Purnama Putra. "Comparing Mortgage Financing Marketing Strategies: Conventional Bank vs Sharia Bank." Research of Islamic Economics 1, no. 2 (January 30, 2024): 106–18. http://dx.doi.org/10.58777/rie.v1i2.177.

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The increasingly diverse needs of society have made financing the most popular banking service product. KPR products certainly require a marketing strategy. One of the interesting products offered by BRI Syariah Tambun Sub-Branch Office (KCP) is the Home Ownership Financing/Mortgage (KPR) product. This research aims to determine the marketing strategy for Mortgage Financing (KPR) between two banks, namely Conventional Banks and Sharia Banks at Bank BRI KCP Tambun and BRISyariah KCP Tambun. The data sources used are primary and secondary. Data collection was carried out using interview and documentation techniques. The results of this research show that KPR products at Bank BRI and BRI Syariah, in their implementation, apply similar marketing strategies. At Bank BRI, in implementing its marketing strategy, it takes a conventional approach by referring to the strategy of providing interest and using a credit approach with low interest; it places more emphasis on KPR marketing strategies, which tend to prioritize Islamic principles. Managerial implications emerge from the comparative analysis, shedding light on the strengths and weaknesses of each approach.
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Resmiatini, Erna, and Insiati Aisyah Hapsari Imanika. "ANALISIS IMPLEMENTASI BAURAN PEMASARAN 7P PADA BANK MUAMALAT KANTOR CABANG BATU – MALANG." DIALEKTIKA : Jurnal Ekonomi dan Ilmu Sosial 5, no. 1 (March 10, 2020): 57–76. http://dx.doi.org/10.36636/dialektika.v5i1.407.

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ABSTRACT In the midst of Indonesia's population, which is predominantly Muslim, Sharia Banks have begun to show significant developments. Seeing this, conventional banks have also begun adding sharia services in each of their products, in order to maintain the number of existing customers and expand market share. As the first sharia bank in Indonesia, Bank Muamalat Indonesia (BMI) continues its efforts to harmonize various strategies to win competition in the sharia banking industry, one of them is through the 7P’s Marketing Mix. Through this research, the application of the 7P’s marketing mix strategy at the Bank Muamalat Batu-Malang will be analyzed. This research is to add scientific studies in the field of marketing, especially related to the 7P’s Marketing Mix. This research was conducted using a qualitative approach. The results show that the Bank Muamalat Batu - Malang has implemented the 7P’s Marketing Mix well. Even so, it would be better if Bank Muamalat Batu - Malang synergized the 7P’s Marketing Mix that had been implemented, with developing a Customer Relationship Management (CRM) strategy. Keywords: Marketing, Strategy Marketing, 7P’s Marketing Mix
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Arlen, Fauzi, and Sandra Dewi. "Analisis Strategi Marketing Pembiayaan Haji di Bank Muamalat KCP Solok." Jurnal Ekonomi Utama 2, no. 2 (July 31, 2023): 258–68. http://dx.doi.org/10.55903/juria.v2i2.86.

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Artikel ini yang menjadi permasalahannya adalah Bagaimana Strategi Marketing Pembiayaan Haji di Bank Muamalat KCP Solok dengan melihat kondisi masyarakat yang kurang memahami tentang produk pembiayaan haji kemudian melaksanakan pembiayaan haji bagi para nasabah dengan cara ditalangkan oleh pihak bank muamalat KCP Solok dan juga kurangnya personal marketing dalam memasarkan atau memperkenalkan pembiayaan haji. Tujuan dilaksanakannya penelitian ini untuk mengetahui serta menjelaskan tentang Bagaimana Strategi Marketing Pembiayaan Haji di Bank Muamalat KCP Solokdan upaya yang dapat dilakukan untuk menangani permasalah yang terjadi pada strategi marketing pembayiaan Haji di Bank Muamalat KCP Solok. Jenis penelitian yang penulis lakukan adalah penelitian deskriptif kualitatif dimana menggunakan metode pengumpulan data melalui observasi, wawancara, serta dokumentasi langsung pada pihak Bang Muamalat KCP Solok. Data sudah terkumpul maka penulis lakukan analisis data dengan menggunakan pengumpulan data, reduksi data, penyajian data dan penarikan kesimpulan/verifikasi data. Berdasarkan hasil penelitian yang penulis lakukan pada pihak Bank Muamalat KCP Solok dimana masing-masing dari dimensi pelayanan yang terdiri dari reliability (kendalan), responsivness (daya tanggap), assurance (jaminan), emphaty (empati), dan tangible (bukti fisik) sudah cukup baik diterapkan tetapi belum maksimal sebab masih ada beberapa kendalakendala yang menghambat untuk mencapai kesempurnaan penerapan terhadap strategi peningkatan kepuasan nasabah pembiayaan haji pada Bank Muamalat KCP Solok itu sendiri seperti persaingan dengan kompetitor lembaga keuangan lainnya, belum cukup mampu menyediakan keinginan nasabah, dan fasilitas pelayanan yang kurang memadai menyebabkan jumlah dan kepuasan yang dirasakan nasabah kurang puas. Dengan adanya strategi yang baik pada suatu Bank Muamalat maka eksistensi dari Bank Muamalattersebut akan selalu ada dan dapat dipercaya dan dikenal olehmasyarakat Kata kunci : Strategi, Marketing, Realibity, Responsivness, Assurance, Epphaty, dan Tangible.
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van Esterik-Plasmeijer, Pauline W. J., and W. Fred van Raaij. "Banking system trust, bank trust, and bank loyalty." International Journal of Bank Marketing 35, no. 1 (February 6, 2017): 97–111. http://dx.doi.org/10.1108/ijbm-12-2015-0195.

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Purpose The purpose of this paper is to test a model of banking system trust as an antecedent of bank trust and bank loyalty. Six determinants of trust and loyalty are included: competence, stability, integrity, customer orientation, transparency, and value congruence. The study provides insights which determinants are crucial for explaining bank trust and bank loyalty, and thus for rebuilding trust and loyalty. Design/methodology/approach Survey among 1,079 respondents of 18 years and older in The Netherlands on person trust, system trust, bank trust, and their scores on determinants of trust and loyalty. Structural equations modeling (AMOS) has been performed to provide insights into the relationships between concepts such as person trust, system trust, bank trust, and bank loyalty. The importance of determinants to explain bank trust and bank loyalty has been assessed as well. Findings Integrity is the most important determinant of bank trust. Transparency, customer orientation, and competence are also significant. Trust is a strong predictor of loyalty. Determinants explaining bank loyalty are: competence, stability, transparency, and value congruence. System trust is also a determinant of bank trust. The meaning of these results is discussed in the paper, as well as the managerial implications of these findings. Research limitations/implications Data were collected in May 2014 with a large sample, when the financial crisis came to an end. Distrust still remained as a consequence of the crisis. Banks are now rebuilding trust and loyalty. This research provides indications which determinants of trust and loyalty are important in this process and should be focused upon. A longitudinal study how trust and loyalty are developing would give insights and feedback on managerial actions. Practical implications Results provide insights into the causes and reasons of (dis)trust. From this study, banks get insights with a priority matrix which determinants are below par but important for specific banks and should be focused on and improved at the short term. Social implications Trust in banks and other financial institutions is crucial for the functioning of the banking system and for society at large. Restoring trust is a matter of fundamental changes of the bank-customer relationships, not only by communication but by sincere behavior (integrity) and benevolence in the customer interest. Originality/value The authors are not aware of research using all six determinants (competence, stability, integrity, customer orientation, transparency, and value congruence) to explain and predict bank trust and bank loyalty, and their implications for trust and loyalty in banks.
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Mazzarolo, Aloisio Henrique, Emerson Wagner Mainardes, and Danilo Soares Montemor. "Effects of internal marketing on strategic orientations in the banking sector." International Journal of Bank Marketing 39, no. 5 (March 4, 2021): 810–33. http://dx.doi.org/10.1108/ijbm-08-2020-0437.

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PurposeThe purpose of this study was to assess whether internal marketing tends to influence the perception of bank employees regarding the strategic orientations of banks toward the market, brand and value. The authors also aimed to determine whether employees' organizational commitment mediates the relationship between internal marketing and the three strategic orientations and whether they influence bank employees' perception of obtaining a competitive advantage.Design/methodology/approachThe authors conducted a survey with 832 bank employees using an online questionnaire. The authors performed data analysis by modeling structural equations with data estimation using the PLS-SEM.FindingsThe results showed that internal marketing positively influences bank employees' perception of banks' strategic marketing orientations and through that their perception of a competitive advantage. The authors also note that organizational commitment can partially mediate the relationship between internal marketing and the strategic orientations tested in this study.Research limitations/implicationsThe findings indicate that banks' investment in employee valuation tends to generate positive results in relation to their adherence to marketing strategies, with the potential to result in a competitive advantage.Originality/valueThe results demonstrate the strength of internal marketing in the strategic orientations of banks, indicating that having employees who are committed to their bank contributes to the delivery of a high-quality service focused on the external customers, generating a competitive advantage.
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Dissertations / Theses on the topic "Bank marketing"

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Voborská, Hana. "Příležitosti marketingové komunikace banky Waldviertler Sparkasse Bank AG." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-264359.

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Diploma thesis focus on topic about marketing communication chosen bank. Aim of this thesis is analyze current marketing communication of Waldviertler Sparkasse Bank AG and propose recommendation. Structure of this thesis is three parts, theoretical, practical and final recommendations. First part is focused on marketing theory and communication mix of services. First chapter of practical part contained presentation of chosen bank and analyses current marketing activities. Bank was compared with other competing bank subjects with positioning map, semantic differential and my own observation. For purpose of thesis were used two survey, first survey compared chosen bank institutions and second was about bank marketing. At the end was evaluated current communication of Waldviertler Sparkasse Bank AG and recommendation how improve communication for more effectiveness.
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Zwakala, Kuhle Mkanyiseli. "Brand identity of a selected South African bank." Thesis, Cape Peninsula University of Technology, 2016. http://hdl.handle.net/20.500.11838/2435.

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Thesis (MTech (Marketing))--Cape Peninsula University of Technology, 2016.
By virtue of existence, a brand has a history, and probably an envisaged future. Collectively these variables are understood to be central to a brand’s identity formulation. However, there are various other elements that may inform brand identity construction. This study investigated brand identity formulation of a bank brand in the South African banking sector. In essence, the current study probed variables or elements that inform brand identity formulation, in this service oriented sector. It is understood that individual human identities can collectively influence the formulation of an institution’s brand identity, among other factors. Therefore, a question arises whether academic brand identity theory and practice are congruent in service sectors, particularly the South African banking sector. Dominated by few major banks, the South African banking sector is characterised by an oligopolistic market structure, where services provided are seen to be generic. Hence, the current inquiry on the practice (or lack thereof) of brand identity theory for differentiation, and distinction purposes. In this regard, Nedbank was used as a reference institution. In essence, Nedbank brand identity was investigated.
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Chiu, Mun-chi Ruby, and 趙敏芝. "Improving marketing performance through customer satisfaction: Hongkong Bank." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B31268705.

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Al-Shudukhi, Hind Nassir. "Marketing of bank services to the Saudi consumer." Thesis, University of Stirling, 1989. http://hdl.handle.net/1893/2185.

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Services marketing is a relatively new concept for the banking industry. Intense competition has forced banks to take greater interest in consumer banking. The focus of consumer banking is the provision of retail bank services which meet individual customers needs. Therefore, bankers need better ways to explore and understand the consumers market and needs. Banks need to understand the attitudes which affect consumers evaluation of bank services. This thesis is concerned with assessing the attitudes and marketing practices of Saudi banks and the consumers attitude towards these banks. A conflict exists between the two parties. Interest is prohibited by Islamic law, however, commercial banks operate on the basis of interest. The views of the bankers and consumers were analysed through questionnaires administered in Jeddah in the summer of 1988. Issues raised include attitude, concept, and marketing approach, usage of and satisfaction with bank services, attitude towards banks and bank interest as well as views on Islamic banking. While it is shown bankers grasp the concept and practise of marketing, consumers show reluctance and strong negative attitudes to dealing with banks due to the religious factor. It seems Islamic banking is an attractive alternative banking system for Saudi Arabia.
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Chiu, Mun-chi Ruby. "Improving marketing performance through customer satisfaction : Hongkong Bank /." Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B19876518.

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Mak, Suk-fong Julia, and 麥淑芳. "A study of banking needs and bank selection criteria among local corporations and recommendation for bank marketing strategy." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1985. http://hub.hku.hk/bib/B3126332X.

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Vachowiak, Connie L. "Cost/ benefit analysis of marketing efforts in a bank." Menomonie, WI : University of Wisconsin--Stout, 2006. http://www.uwstout.edu/lib/thesis/2006/2006vachowiakc.pdf.

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Žarnaiová, Martina. "Marketing finančných služieb." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-85373.

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The objective of this master thesis is to analyze the contemporary situation on the Czech banking market in terms of investments into marketing communications. The efficiency of investments into marketing communications is analyzed in terms of awareness of banks surveyed, namely recognition, recall and Top Of Mind. This master thesis consists of three parts. The first part provides theoretical background and the base of the analysis. This part includes the objectives of communication on the banking market and the ways how to measure these objectives. The second part, the analytical part, is focused on the main objective and particular banks which are subjects of the analysis. In this part, hypotheses are defined. I will try to prove these hypotheses afterwards. In case of opposite results I will try to find out why my hypotheses were incorrect. The third part is focused on the conclusions of the analysis and to provide information for investment decisions in following periods.
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LIMA, MAXIMILIANO MORENO. "FUZZY MODELS IN SEGMENTATION AND ANALYSIS OF BANK MARKETING." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2008. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=12290@1.

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COORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR
Este trabalho tem como principal objetivo propor e desenvolver uma metodologia baseada em modelos fuzzy para a segmentação e caracterização dos segmentos que compõem o mercado bancário, permitindo um amplo conhecimento dos perfis de clientes, melhor adaptação das ofertas ao mercado e, conseqüentemente, melhores retornos financeiros. A metodologia proposta nesta dissertação pode ser dividida em três módulos principais: coleta e tratamento dos dados; definição dos segmentos; e caracterização e classificação dos segmentos. O primeiro módulo, denominado coleta e tratamento dos dados, abrange as pesquisas de marketing utilizadas na coleta dos dados e a aplicação de técnicas de pré-processamento de dados, para a limpeza (remoção de outliers e missing values) e normalização dos dados. O módulo de definição dos segmentos emprega o modelo fuzzy de agrupamento Fuzzy C-Means (FCM) na descoberta de grupos de clientes que apresentem características semelhantes. A escolha deste modelo de agrupamento deve-se à possibilidade de análise dos graus de pertinência de cada cliente em relação aos diferentes grupos, identificando os clientes entre segmentos e, conseqüentemente, elaborando ações efetivas para a sua transição ou manutenção nos segmentos de interesse. O módulo de caracterização e classificação dos segmentos é baseado em um Sistema de Inferência Fuzzy. Na primeira etapa deste módulo são selecionadas as variáveis mais relevantes, do ponto de vista da informação, para sua aplicação no processo de extração de regras. As regras extraídas para a caracterização dos segmentos são posteriormente utilizadas na construção de um sistema de inferência fuzzy dedicado à classificação de novos clientes. Este sistema permite que os analistas de marketing contribuam com novas regras ou modifiquem as já extraídas, tornando o modelo mais robusto e a segmentação de mercado uma ferramenta acessível a todos que dela se servem. A metodologia foi aplicada na segmentação de mercado do Banco da Amazônia, um banco estatal que atua na Amazônia Legal, cujo foco prioritário constitui o fomento da região. Avaliando a aplicação dos modelos fuzzy no estudo de caso, observam-se bons resultados na definição dos segmentos, com médias de valor de silhueta de 0,7, e na classificação da base de clientes, com acurácia de 100%. Adicionalmente, o uso destes modelos na segmentação de mercado possibilitou a análise dos clientes que estão entre segmentos e a caracterização desses segmentos por meio de uma base de regras, ampliando as análises dos analistas de marketing.
The main aim of this work is to propose and develop a methodology base don fuzzy models for segmentation and characterization of segments comprising the bank segment, allowing broad knowledge of client profiles, better suiting market needs, hence offering better financial results. The methodology proposed in this work may be divided into three main modules: data collection and treatment; definition of segments; and characterization and classification of segments. The first module, denominated data collection and treatment, encompasses marketing research used in data collection and application of techniques for pre-processing of data, for data trimming (removal of outliers and missing values) and normalization. The definition of segments adopts the Fuzzy C-Means (FCM) grouping model in identifying groups of clients with similar characteristics. The choice for this grouping model is due to the possibility of analyzing the membership coefficient of each client in connection with the different groups, thus identifying clients among segments and consequently elaborating effective actions for their transition to or maintenance in the segments of interest. The module of characterization and classification of segments is based on a Fuzzy Inference System. In the first stage, the most relevant variables from the information standpoint are selected, for application in the process of rule extraction. The rules extracted are then used in the construction of a fuzzy inference system dedicated to classifying new clients. This system allows marketing analysts to contribute with new rules or modify those already extracted, making the model more robust and the turning market segmentation into a tool accessible to all using it. This methodology was applied in the market segmentation of Banco da Amazônia, stte- contrlled bank acting in the Amazon region, with main focus of which is fostering the region´s development. The application of fuzzy models in the case study generated good results in the definition of segments, with average silhouette value of 0.7, and accuracy of 100% for client base classification. Furthermore, the use of these models in market segmentation allowed the analysis of clients classified between segments and the characterization of those segments by means of a set of rules, improving the analyses made by marketing analysts.
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Klaus, Alexander, and Ségolène Marie. "What a Difference a Bank Makes." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-478.

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Nowadays, the service industry, especially banks, faces increasing competition. In such environment, differentiation is necessary. The general purpose of this thesis is to understand how a bank can achieve differentiation based on a marketing approach. Two research questions will respectively examine the three additional P’s of the marketing mix (People, Presentation or Physical Evidence and Process) and the Customer Relationship Management as possible differentiators. To fulfill the purpose, the authors of the thesis introduce an extended model of the CRM concept, including the three additional P’s. Further, the researchers of the thesis interview the four major banks in Sweden SEB, Svenska Handelsbanken, FöreningsSparbanken and Nordea, to test their model. After an analysis of the interviews, the authors come to the conclusion that the extended model of the CRM concept is actually used as a differentiator. However, as the four major Swedish banks have a similar strategy; it then appears really difficult to differentiate to a large extent.

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Books on the topic "Bank marketing"

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KOURNIKOVA, IRINA, and VALENTIN SAVIN. BANK MARKETING. ru: Publishing Center RIOR, 2023. http://dx.doi.org/10.29039/02108-8.

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The main purpose of the manual is to adapt the provisions of the general theory of marketing to the specifics of the banking sector. In addition, attention is focused on provisions reflecting current trends in the development of bank marketing, in particular the implementation of a customer-oriented approach. Within the framework of this direction, such problems as the organization of individual services, the formation and management of loyalty, and other topical issues of the strategic development of a commercial bank are considered. The proposed textbook contains educational and methodological material on the course "Bank Marketing". The work is written in accordance with the Federal State Educational Standards of Higher Education in the direction of training "Finance and Credit" and the curricula of the educational programs "Banks and Banking" and "Financial Management". The work is intended for students, undergraduates, graduate students and teachers of financial specialties, as well as specialists in the banking sector.
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Hunt, Neal E. Marketing: Handbook. Washington, D.C. (1120 Connecticut Ave., N.W., Washington 20036): American Bankers Association, 1990.

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Moran, Justin L. Marketing strategies for community banks. Boston: Bankers, 1987.

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Spit͡syn, I. O. Marketing v banke. Kiev: Akt͡sionernoe ob-vo "Tarneks", 1993.

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Pezzullo, Mary Ann. Marketing for bankers. 4th ed. Washington, D.C: American Bankers Association, 1993.

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Braun, Robert E. Bank marketing & advertising: Regulatory compliance. Austin, Tex: Sheshunoff Information Services, 1992.

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Erdener, Kaynak, ed. Global issues in bank marketing. [s.l.]: MCB University Press, 1986.

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Scott, Jonathan. Relationship marketing & the Northern Bank. [s.l: The Author], 1996.

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Association, American Bankers, and Retail Planning Associates, eds. Financial retailing: Bank branch design & merchandising guide. Washington, DC: ABA, 1989.

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Giorgio, Scott Walter, Alberici Adalberto, and Paulotto Marilena, eds. Manuale di marketing bancario. Torino: UTET libreria, 1995.

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Book chapters on the topic "Bank marketing"

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Hana, Maha A. "Data Mining of World Bank Indicators." In Strategic Innovative Marketing, 521–27. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-56288-9_69.

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Lynch, James J. "The Ethics of Bank Marketing." In Ethical Banking, 66–81. London: Palgrave Macmillan UK, 1991. http://dx.doi.org/10.1007/978-1-349-21710-6_5.

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Gardener, Edward P. M. "Bank Marketing, Organisation and Performance." In The Changing Face of European Banks and Securities Market, 59–78. London: Palgrave Macmillan UK, 1994. http://dx.doi.org/10.1007/978-1-349-23141-6_4.

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Subhani, Shaik, R. Vijaya Kumar Reddy, Subba Rao Peram, and B. Srinivasa Rao. "Bank Marketing Using Intelligent Targeting." In Advances in Intelligent Systems and Computing, 481–90. Singapore: Springer Singapore, 2021. http://dx.doi.org/10.1007/978-981-15-9516-5_40.

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Fuller, Donald A. "The Marketing Customer Information File: Bank Marketing Management Applications." In Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference, 360–64. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17046-6_73.

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Dotzler, Hans-Jürgen. "Gestaltung der internen Kommunikation als Grundlage marktorientierter Veränderungsprozesse — am Beispiel der HYPO-BANK." In Internes Marketing, 221–35. Wiesbaden: Gabler Verlag, 1995. http://dx.doi.org/10.1007/978-3-322-89675-9_9.

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Dotzler, Hans-Jürgen. "Gestaltung der internen Kommunikation als Grundlage marktorientierter Veränderungsprozesse — am Beispiel der HYPO-BANK." In Internes Marketing, 665–81. Wiesbaden: Gabler Verlag, 1999. http://dx.doi.org/10.1007/978-3-663-05973-8_28.

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Giesler, Harry. "Bank-Dienstleistungen in der phasenorientierten Sichtweise." In Direkt-Marketing bei Banken, 6–38. Wiesbaden: Deutscher Universitätsverlag, 1993. http://dx.doi.org/10.1007/978-3-322-85495-7_2.

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Giesler, Harry. "Die Qualität als Gestaltungsmaßnahme bei konsumtiven Bank-Dienstleistungen." In Direkt-Marketing bei Banken, 39–101. Wiesbaden: Deutscher Universitätsverlag, 1993. http://dx.doi.org/10.1007/978-3-322-85495-7_3.

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Brown, S. A. "A Market Segmentation Approach to Blood Bank Management." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 254–58. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-16934-7_60.

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Conference papers on the topic "Bank marketing"

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"MANAGING TIME IN BANK MARKETING." In International Conference on E-business. SciTePress - Science and and Technology Publications, 2007. http://dx.doi.org/10.5220/0002111303350338.

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Youqin Pan and Zaiyong Tang. "Ensemble methods in bank direct marketing." In 2014 11th International Conference on Service Systems and Service Management (ICSSSM). IEEE, 2014. http://dx.doi.org/10.1109/icsssm.2014.6874056.

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Cogoljević, Maja, Tamara Vesić, and Ljiljana Dimitrijević. "MARKETING TRENDS AND PERSPECTIVES ON THE BANK MARKET." In 2nd International Scientific Conference. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2018. http://dx.doi.org/10.31410/itema.2018.464.

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Deng, Wei. "SWOT Analysis of Rural Bank and Marketing Strategy." In 3rd International Conference on Management Science, Education Technology, Arts, Social Science and Economics. Paris, France: Atlantis Press, 2015. http://dx.doi.org/10.2991/msetasse-15.2015.118.

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Yang, Nan. "Notice of Retraction: Marketing strategy of the network bank." In 2010 IEEE 2nd Symposium on Web Society (SWS 2010). IEEE, 2010. http://dx.doi.org/10.1109/sws.2010.5607406.

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Wang, Deli. "Research on Bank Marketing Behavior Based on Machine Learning." In AIAM2020: 2nd International Conference on Artificial Intelligence and Advanced Manufacture. New York, NY, USA: ACM, 2020. http://dx.doi.org/10.1145/3421766.3421800.

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Vashi, Chinmay, and Aakash Shanbhag. "Comparative explainable Machine learning to evaluate Bank marketing success." In 2023 3rd International Conference on Electrical, Computer, Communications and Mechatronics Engineering (ICECCME). IEEE, 2023. http://dx.doi.org/10.1109/iceccme57830.2023.10252843.

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Hishamuddin, Mohd Razuan Abd. "Transformative Impacts of Green Finance on Co2 Emissions and Bank Stability." In The 9th International Conference on Marketing and Retailing. European Publisher, 2024. http://dx.doi.org/10.15405/epsbs.2024.05.30.

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Li, Ziyue, Zhang Xu, and Yiqiaochu Zhou. "Application of Machine Learning on Client Prediction in Bank Marketing." In 3rd International Conference on Economic Management and Big Data Application. WORLD SCIENTIFIC, 2024. http://dx.doi.org/10.1142/9789811270277_0096.

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"The Application Research of Customer Segmentation Model in Bank Financial Marketing." In 2018 3rd International Conference on Computer Science and Information Engineering. Clausius Scientific Press, 2018. http://dx.doi.org/10.23977/iccsie.2018.1007.

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Reports on the topic "Bank marketing"

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Goldmark, Lara. Business Development Services: A Framework for Analysis. Inter-American Development Bank, December 1996. http://dx.doi.org/10.18235/0011609.

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The purpose of this study is to provide an overview of current practices in the provision of business development services (BDS) to small and microentrepreneurs in developing countries. The document is meant to serve as a resource for Bank staff and other development practitioners who play a role in evaluating proposals and designing, implementing, and evaluating projects which target the microenterprise sector. By business development services, the authors refer to services such as training, technology transfer, marketing assistance, business advice, mentoring, and information, which are aimed at helping small and microentrepreneurs improve the performance of their businesses.
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Yamano, Takashi, Noriko Sato, and Babur Wasim Arif. The Impact of COVID-19 and Locust Invasion on Farm Households in Punjab and Sindh: Analysis from Cross-Sectional Surveys in Pakistan. Asian Development Bank, July 2021. http://dx.doi.org/10.22617/wps210259-2.

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This paper presents the results of two mobile phone surveys conducted by the Asian Development Bank among farmers in Punjab and Sindh provinces in Pakistan in mid-2020 during the coronavirus disease (COVID-19) pandemic. The surveys collected information about how COVID-19-related measures and economic and transport disruptions affected farmers’ harvests, marketing efforts, input prices, and financial needs. The surveys found that the COVID-19 pandemic had significant negative impacts on farm households in both provinces. The paper provides additional context on COVID-19-related effects on local and regional economies and food supply chains. It also covers a simultaneous locust invasion along the India–Pakistan border, which has created “crisis within a crisis” in the surveyed provinces and exacerbated conditions that could lead to famine, disease, and increased poverty.
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Gorton, Gary, and George Pennacchi. Banks and Loan Sales: Marketing Non-Marketable Assets. Cambridge, MA: National Bureau of Economic Research, December 1990. http://dx.doi.org/10.3386/w3551.

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Zilberman, David, Amir Heiman, and B. McWilliams. Economics of Marketing and Diffusion of Agricultural Inputs. United States Department of Agriculture, November 2003. http://dx.doi.org/10.32747/2003.7586469.bard.

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Specific Research Objective. Develop a theory of technology adoption to analyze the role of promotional tools such as advertising, product sampling, demonstrations, money back guarantees and warranties in inducing technological change. Use this theory to develop criteria for assessing the optimal use of marketing activities in launching new agricultural input technologies. Apply the model to analyze existing patterns of marketing budget allocation among promotional tools for various agricultural input industries in the United States and Israel. Background to the Topic. Marketing tools (money-back guarantees [MBG] demonstration, free sampling and advertising) are used extensively to induce the adoption of agricultural inputs, but there is little understanding of their impacts on the diffusion of new technologies. The agricultural economic literature on technology adoption ignores marketing efforts by the private sector, which may result in misleading extension and technology transfer policies. There is a need to integrate marketing and economic approaches in analyzing technology adoption, especially in the area of agricultural inputs. Major Conclusion. Marketing tools play an important role in reducing uncertainties about product performance. They assist potential buyers to learn both about objective features, about a product, and about product fit to the buyer's need. Tools, such as MBGs and demonstration, provide different information about product fit but also require different degrees of cost for the consumer. In some situations they can be complimentary and optimal strategy combines the use of both. In other situations there will be substitution. Sampling is used to reduce the uncertainty about non-durable goods. An optimal level of informational tools declines throughout the life of a product but stays positive at a steady state. Implications. Recognizing the heterogeneity of consumers and the sources of their uncertainty about new technologies is crucial to develop a marketing strategy that will enhance the adoption of innovation. When fit uncertainty is high, allowing an MBG option, as well as a demonstration, may be an optimal strategy to enhance adoption.
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Zilberman, David, Amir Heiman, and Yanhong Jin. Use of Branding and Sampling in Agricultural Fresh Produce. United States Department of Agriculture, July 2013. http://dx.doi.org/10.32747/2013.7697116.bard.

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The original proposal has three main objectives: a conceptual framework on willingness to pay (WTP) for fruits and vegetables, the introduction of branding and sampling in fresh food, and empirical applications to the United States and Israel. We modified our research plan over time based on availability of data and emergence of new problems. We expanded the range of products to include poultry and the range of techniques to use real experiments as well as more traditional surveys. We expanded the range of problems to understand attitudes toward genetically modified (GM) food. There is a growing interest in introduction of marketing tools like demonstration sampling, money-back guarantees, labeling, and brands in agriculture. These marketing tools are important for enhancing demand for agricultural products and food safety. However, the methodology needed to assess the effectiveness of these tools and understand their performance in different agricultural sectors is limited. Our analysis demonstrated the importance of brands as a marketing tool in agriculture. In particular, we showed conceptually that strong brands can be substitutes for other marketing tools like sampling or demonstration. We were able to conduct real experiments for the demand for safe chicken and show that consumers are willing to pay significantly more for products branded as more safe. Yet, using experiments in Israel and the United States, we found that WTP for brands of fresh fruits and vegetables is smaller than in other product categories. Warning labels are a sort of negative branding. The GM-free labeling is particularly important since it serves as a trade barrier to U.S. crops exports. Our analysis of acceptance of GM products found that WTP for GM products in Israel and the United States depends on framing of information about the impact ofGM and the quantity of information disclosed. Finally, in analyzing the evolution of support for Proposition 37 that aimed to introduce mandatory labeling of GM in California, we found that support for mandatory labeling ofGM products is broad as long as it is not perceived to be costly. Our project demonstrates the feasibility of conducting real experiments to assess consumer demand in agriculture. When looking at interdisciplinary groups, one can design new products and assess the WTP for their characteristics. We also show that, while branding is a very strong marketing tool, its use in fresh fruit and vegetables is likely to be limited. However, brands can be important with processed food. Furthermore, we have proven that, while some consumers strongly object to GM products, most consumers in the United States and Israel would be willing to buy them for a discount, and some would pay extra if they are associated with improved characteristics. Finally, we expanded the notion of warning labels to calorie information and showed that the response to calorie information depends on gender, education, and how the information is presented.
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Engel, Bernard, Yael Edan, James Simon, Hanoch Pasternak, and Shimon Edelman. Neural Networks for Quality Sorting of Agricultural Produce. United States Department of Agriculture, July 1996. http://dx.doi.org/10.32747/1996.7613033.bard.

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The objectives of this project were to develop procedures and models, based on neural networks, for quality sorting of agricultural produce. Two research teams, one in Purdue University and the other in Israel, coordinated their research efforts on different aspects of each objective utilizing both melons and tomatoes as case studies. At Purdue: An expert system was developed to measure variances in human grading. Data were acquired from eight sensors: vision, two firmness sensors (destructive and nondestructive), chlorophyll from fluorescence, color sensor, electronic sniffer for odor detection, refractometer and a scale (mass). Data were analyzed and provided input for five classification models. Chlorophyll from fluorescence was found to give the best estimation for ripeness stage while the combination of machine vision and firmness from impact performed best for quality sorting. A new algorithm was developed to estimate and minimize training size for supervised classification. A new criteria was established to choose a training set such that a recurrent auto-associative memory neural network is stabilized. Moreover, this method provides for rapid and accurate updating of the classifier over growing seasons, production environments and cultivars. Different classification approaches (parametric and non-parametric) for grading were examined. Statistical methods were found to be as accurate as neural networks in grading. Classification models by voting did not enhance the classification significantly. A hybrid model that incorporated heuristic rules and either a numerical classifier or neural network was found to be superior in classification accuracy with half the required processing of solely the numerical classifier or neural network. In Israel: A multi-sensing approach utilizing non-destructive sensors was developed. Shape, color, stem identification, surface defects and bruises were measured using a color image processing system. Flavor parameters (sugar, acidity, volatiles) and ripeness were measured using a near-infrared system and an electronic sniffer. Mechanical properties were measured using three sensors: drop impact, resonance frequency and cyclic deformation. Classification algorithms for quality sorting of fruit based on multi-sensory data were developed and implemented. The algorithms included a dynamic artificial neural network, a back propagation neural network and multiple linear regression. Results indicated that classification based on multiple sensors may be applied in real-time sorting and can improve overall classification. Advanced image processing algorithms were developed for shape determination, bruise and stem identification and general color and color homogeneity. An unsupervised method was developed to extract necessary vision features. The primary advantage of the algorithms developed is their ability to learn to determine the visual quality of almost any fruit or vegetable with no need for specific modification and no a-priori knowledge. Moreover, since there is no assumption as to the type of blemish to be characterized, the algorithm is capable of distinguishing between stems and bruises. This enables sorting of fruit without knowing the fruits' orientation. A new algorithm for on-line clustering of data was developed. The algorithm's adaptability is designed to overcome some of the difficulties encountered when incrementally clustering sparse data and preserves information even with memory constraints. Large quantities of data (many images) of high dimensionality (due to multiple sensors) and new information arriving incrementally (a function of the temporal dynamics of any natural process) can now be processed. Furhermore, since the learning is done on-line, it can be implemented in real-time. The methodology developed was tested to determine external quality of tomatoes based on visual information. An improved model for color sorting which is stable and does not require recalibration for each season was developed for color determination. Excellent classification results were obtained for both color and firmness classification. Results indicted that maturity classification can be obtained using a drop-impact and a vision sensor in order to predict the storability and marketing of harvested fruits. In conclusion: We have been able to define quantitatively the critical parameters in the quality sorting and grading of both fresh market cantaloupes and tomatoes. We have been able to accomplish this using nondestructive measurements and in a manner consistent with expert human grading and in accordance with market acceptance. This research constructed and used large databases of both commodities, for comparative evaluation and optimization of expert system, statistical and/or neural network models. The models developed in this research were successfully tested, and should be applicable to a wide range of other fruits and vegetables. These findings are valuable for the development of on-line grading and sorting of agricultural produce through the incorporation of multiple measurement inputs that rapidly define quality in an automated manner, and in a manner consistent with the human graders and inspectors.
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