أثر الاتصال التسويقي المتكامل في النشاط البنكي : دراسة حالة البنك الوطني الجزائري وكالة سيدي بلعباس

Abstract EN

The objective of this study is to determine the impact of integrated marketing communication (EMC) on the activity of National Bank of Algeria (NBA) agency of Sidi Bel Abbes.

Where 30 of employees data were analyzed and the impact of the elements of IMC on the banking activity was determined using the SPSS v.

22 program.

Where there was no impact on the Bank's activity, as there were insufficient regulatory frameworks to manage the Bank on the one hand, and the significant lack of integration in the use of information and communication technology (ICT) in the process.

This study recommends expanding the interest in the marketing function, especially the integrated marketing communications in banks, as a modem approach to the modernization of banking activity.