IDEAS home Printed from https://ideas.repec.org/a/aes/jetimm/v1y2025i1p25-35.html
   My bibliography  Save this article

Assessing the Marketing Performance of Financial-Banking Organizations, a Prerequisite for Increasing Competitiveness

Author

Listed:
  • Marilena Ionica RÄ‚DULICÄ‚

    (The Bucharest University of Economic Studies)

Abstract

Banking competitiveness represents the ability of financial institutions to attract customers, capital and obtain superior profits in the market, positioning themselves advantageously against the competition. This multidimensional concept is the basis of banking strategies and determines the long-term success of financial institutions. Financial performance constitutes the foundation of banking competitiveness and is measured by specific indicators that reflect the efficiency of resource use. The systematic measurement of marketing performance allows companies to evaluate the efficiency of campaigns, identify the channels that generate the best investment (ROI) and to optimize the budget allocation. Without a precise measurement, marketing decisions risk being based on intuition and assumptions, not concrete data, which can lead to resource and missed opportunities. The study identifies methods, techniques and tools used in evaluating the performance of the marketing activity, but also to improve the productivity of marketing in order to increase the bank's competitiveness.

Suggested Citation

  • Marilena Ionica RÄ‚DULICÄ‚, 2025. "Assessing the Marketing Performance of Financial-Banking Organizations, a Prerequisite for Increasing Competitiveness," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 25-35, March.
    • Handle: RePEc:aes:jetimm:v:1:y:2025:i:1:p:25-35
    as

    Download full text from publisher

    File URL: https://www.etimm.ase.ro/RePEc/aes/jetimm/2025/JETIMM_V01_2025_58.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Corrado De CECCO & Iuliana CETINĂ & Violeta RĂDULESCU & Mircea DRĂGHICI, 2010. "Specifics Of The Marketing Audit In The Financial-Banking Sector," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 1(3), pages 127-137.
    2. Sheth, Jagdish N. & Sisodia, Rajendra S., 2002. "Marketing productivity: issues and analysis," Journal of Business Research, Elsevier, vol. 55(5), pages 349-362, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Liang, Xiaoning & Frösén, Johanna, 2020. "Examining the link between marketing controls and firm performance: The mediating effect of market-focused learning capability," Journal of Business Research, Elsevier, vol. 109(C), pages 545-556.
    2. Witt, Alessa & Khalik, Mahmoud & Godinez, Jose, 2024. "The internationalization of hidden champions from Germany and the UK: An extension to the Born-Again Global path," Journal of International Management, Elsevier, vol. 30(2).
    3. Ganesh, Gopala & Paswan, Audhesh K., 2010. "Teaching basic marketing accountability using spreadsheets: An exploratory perspective," Journal of Business Research, Elsevier, vol. 63(2), pages 182-190, February.
    4. Mottner, Sandra & Ford, John B., 2005. "Measuring nonprofit marketing strategy performance: the case of museum stores," Journal of Business Research, Elsevier, vol. 58(6), pages 829-840, June.
    5. Kalaignanam, K. & Kushwaha, T. & Varadarajan, P., 2008. "Marketing operations efficiency and the Internet: An organizing framework," Journal of Business Research, Elsevier, vol. 61(4), pages 300-308, April.
    6. Ndlovu N & Mafumbate J & Mafuka A & Brena M, 2017. "The Impact of the Buy Zimbabwe Campaign on Performance of Zimbabwean Companies in the Retail Sector," Journal of Economics and Behavioral Studies, AMH International, vol. 8(6), pages 227-236.
    7. Saeed Gholami & Muhammad Sabbir Rahman, 2012. "CRM: A Conceptual Framework of Enablers and Perspectives," Business and Management Research, Business and Management Research, Sciedu Press, vol. 1(1), pages 96-105, March.
    8. Gauri, Dinesh K., 2013. "Benchmarking Retail Productivity Considering Retail Pricing and Format Strategy," Journal of Retailing, Elsevier, vol. 89(1), pages 1-14.
    9. Bendle, Neil Thomas & Wang, Xin (Shane), 2017. "Marketing accounts," International Journal of Research in Marketing, Elsevier, vol. 34(3), pages 604-621.
    10. Andy Fred Wali, 2018. "Customer Relationship Management and Marketing Effectiveness," Paradigm, , vol. 22(2), pages 101-124, December.
    11. Huang, Chin-wei & Ho, Foo Nin & Chiu, Yung-ho, 2014. "Measurement of tourist hotels׳ productive efficiency, occupancy, and catering service effectiveness using a modified two-stage DEA model in Taiwan," Omega, Elsevier, vol. 48(C), pages 49-59.
    12. Matevž Rasković & Barbara Mörec, 2012. "Organizational Change and Corporate Sustainability in an Economic Crisis: Evidence from Slovenia," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 14(32), pages 522-536, June.
    13. Ahsan Javaid & Nosheen Nawaz, 2021. "Impact Of Customer Relationship Management On Firm Performance: Empirical Investigation Of Insurance Providers In Pakistan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(4), pages 64-75, December.
    14. Keh, Hean Tat & Chu, Singfat & Xu, Jiye, 2006. "Efficiency, effectiveness and productivity of marketing in services," European Journal of Operational Research, Elsevier, vol. 170(1), pages 265-276, April.
    15. Arnett, Dennis B. & Wittmann, C. Michael, 2014. "Improving marketing success: The role of tacit knowledge exchange between sales and marketing," Journal of Business Research, Elsevier, vol. 67(3), pages 324-331.
    16. Bush, Alan J. & Bush, Victoria D. & Orr, Linda M. & Rocco, Richard A., 2007. "Sales technology: Help or hindrance to ethical behaviors and productivity?," Journal of Business Research, Elsevier, vol. 60(11), pages 1198-1205, November.
    17. Shabbar Jaffry & Alexandros Apostolakis, 2011. "Evaluating individual preferences for the British Museum," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 35(1), pages 49-75, February.
    18. Fouad El Ouardighi & Gustav Feichtinger & Dieter Grass & Richard F. Hartl & Peter M. Kort, 2016. "Advertising and Quality-Dependent Word-of-Mouth in a Contagion Sales Model," Journal of Optimization Theory and Applications, Springer, vol. 170(1), pages 323-342, July.
    19. David Říha & Timothy Heinze & Michael Stros, 2017. "Intercultural Variations in Personal Sales Factors in the Czech and U.S. Automotive Markets: Practical Implications for Marketing," Central European Business Review, Prague University of Economics and Business, vol. 2017(1), pages 26-47.
    20. Högström, Claes & Gustafsson, Anders & Tronvoll, Bård, 2015. "Strategic brand management: Archetypes for managing brands through paradoxes," Journal of Business Research, Elsevier, vol. 68(2), pages 391-404.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aes:jetimm:v:1:y:2025:i:1:p:25-35. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Lucian Onisor (email available below). General contact details of provider: https://edirc.repec.org/data/aseeero.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.