التسويق المصرفي في الجزائر : أهمية التطبيق و حقيقة التجسيد

الملخص EN

This study aims to analyze the reality of adoption the banking marketing in Algerian commercial banks, this research also aims to clarify the role played by this new concept in the development of Algerian public banks, For this reason the researcher adopted the descriptive analytical method using the different previous studies and researches, through the study and analysis of the following elements: the reality of banking marketing in Algerian public banks, the obstacles to adoption banking marketing in Algeria, and the factors for successful banking marketing in Algeria.

The study concluded that there is a weakness in adoption of marketing techniques in Algerian public commercial banks, at the end the researcher recommended the necessity of enforcing and supporting all elements of their marketing mix.