The marketing mix policies : an exploratory research on bank branches

Abstract EN

This article seeks to find out the importance of the elements of the marketing mix and to see how these elements are organized at the level of banking agencies.

We are trying to answer the following research question: how are the elements of the marketing mix organized, which importance bank branches give to these elements? To answer this question, we conducted a qualitative exploratory study with bank branches' managers in the Béjaia (Algeria).

The results of the study allowed us to deduce that the marketing-mix policy occupies an essential place in the banking agencies.