The importance of business intelligence in the bank strategic marketing

Marketing (Beograd. 1991)

Đorđević Bojan¹ 

[1] Megatrend University, Faculty of Management, Zaječar, Serbia;

关键词: the bank;    business intelligence;    CRM;    marketing strategy;    customers;   

DOI  :  

来源: DOAJ

【 摘 要 】

Marketing philosophy today is inevitable for many financial institutions which are dealing with big competition in the market. Banking institutions while transforming from traditional to modern banks, must put in a first place acceptance of marketing principals, i.e. they must focus on consumers (users of bank's products & services). Implementing new technologies in business, banking market competitors are facing many innovations in products/services and processes, and a wide range of offers in banking and non-banking financial organizations. That invokes the need for modern technological solutions in gathering and processing a lot of market information and individual tracking of every client's activities (one-to-one). In those circumstances, there's great necessity to implement business intelligence system in banks, that can significantly help in finding and realization of adequate marketing strategies in banking business.

【 授权许可】

Unknown