The Effect of Integrated Marketing Communication Competencies on Banking Performance: Analysis with Fuzzy VIKOR Method
Yükleniyor...
Tarih
2013
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Academia
Erişim Hakkı
Özet
Chain 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 bank ing 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 suc cessful 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 mar keting 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 per formance of the banks with IMC approach determines the banking position.
Açıklama
ACTUAL PROBLEMS OF ECONOMICS, #5 (143), 2013
Anahtar Kelimeler
performance evaluation, banking, IMC, strategy, fuzzy VIKOR
