The effect of integrated marketing communication competencies on banking performance: Analysis with fuzzy vikor method

Basit Öğe Kaydı
dc.contributor.authorDinçer H.
dc.contributor.authorHacio?lu Ü.
dc.contributor.authorYilmaz R.
dc.date.accessioned2024-03-13T10:01:29Z
dc.date.available2024-03-13T10:01:29Z
dc.date.issued2013
dc.departmentİstanbul Beykent Üniversitesien_US
dc.description.abstractChain reaction of bank failures in advanced economies and the possibility of sovereign defaults are still the major concerns as credit default swap spreads breaking new records high. Moreover, the latest policy steps by banking authorities in advanced economies seem to have negative effect on banking performance. Fierce competition at financial market with relatively little profit, plus the new with-drawal mechanism regulations for low performance banks have resulted in a limited growth of banks at capital markets. IMC approach as a strategic tool aligns effective marketing strategies with successful corporate strategies. The result of fuzzy VIKOR analysis adapted in this study illustrate (i) effective banking performance depends on financial and nonfinancial parameters, (ii) effective marketing activities enhance performance, (iii) IMC is a strategic kit for aligning marketing operations and strategies, (iv) IMC approach with its competencies outperforms competing banks, (v) stock performance of the banks with IMC approach determines the banking position. © Hasan Dincer, Umit Hacioglu, Recep Yilmaz, 2013.en_US
dc.identifier.endpage260en_US
dc.identifier.issn1993-6788
dc.identifier.issue5en_US
dc.identifier.scopus2-s2.0-84929996088en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage247en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12662/3214
dc.identifier.volume143en_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherNational Academy of Managementen_US
dc.relation.ispartofActual Problems of Economicsen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectBankingen_US
dc.subjectFuzzy vikoren_US
dc.subjectImcen_US
dc.subjectPerformance evaluationen_US
dc.subjectStrategyen_US
dc.titleThe effect of integrated marketing communication competencies on banking performance: Analysis with fuzzy vikor methoden_US
dc.typeArticleen_US

Dosyalar

Koleksiyon

Scopus İndeksli Yayınlar Koleksiyonu