تطبيق سياسات التسويق الداخلي في القطاع البنكي : دراسة مقارنة بين بعض البنوك الجزائرية و الأجنبية في السوق الجزائرية

الملخص EN

This study aims at identifying the extent of applying the internal marketing policies by the banks under study, and discover the differences between Algerian banks and foreign banks in the Algerian market.

In order to test the study hypotheses, we have used the questionnaire as a main tool for collecting data about employees of the banks, and for processing and analysing the data obtained, statistical package for social sciences SPSS has been used to do so.

The results of study showed that the banks apply internal marketing policies with some differences for the favour of the foreign banks that acquire the global experience, in contrast, the Algerian banks depend only on local capacities with a lack of the principle of independence.