تحليل سياسات التسويق المصرفي في القطاع المصرفي الجزائري و سبل معالجة التحديات : الصندوق الوطني للتوفير و الاحتياط-بنك أنموذجا

Abstract EN

This study aimed to analyze the nature of the marketing mix policies applied in the National Fund for Savings and Reserve (CNEP-bank), and to establish a clear vision for the mechanism of forming and designing the appropriate marketing mix for Algerian banks.

Through this study, we have reached a set of results, the most prominent of which is that banking marketing is an important function, as banks seek through it to plan and present a coherent and integrated marketing mix that satisfies the needs and desires of customers.

The study also concluded a set of important proposals for encouraging the application of banking marketing techniques in general, which it will help in the rehabilitation of the Algerian-banking sector in general, and another set of proposals for improving the elements of the banking marketing mix that will help this bank to adopt modern principles of marketing.