What question did this study set out to answer?

To develop and validate a comprehensive methodology for assessing the marketing activity of banking institutions by synthesizing marketing-mix components into an integral index.

February 27, 2020Acta Universitatis Agriculturae et Silviculturae Mendelianae BrunensisOpen Access

Estimation of the Marketing Activity of Banking Structures

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Authors

НШНестор ШпакLviv Polytechnic National University IKIhor KulyniakLviv Polytechnic National University MGMaryana GvozdLviv Polytechnic National University

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Implication

Methodological evaluation reveals an integral indexing model to measure marketing performance in banking institutions, suggesting practical strategies to boost commercial competitiveness.

Key Points

To develop and validate a comprehensive methodology for assessing the marketing activity of banking institutions by synthesizing marketing-mix components into an integral index.
Aggregated empirical marketing-mix statistics from leading Ukrainian banking structures.
Combined data standardization techniques with the Saaty analytic hierarchy process to synthesize multi-criteria indicators.
Conducted an expert survey to assign relative weighting to each partial indicator within the hierarchical framework.
Established a comparative ranking of analyzed banking institutions based on their composite marketing activity levels during the study period.
Identified targeted strategic measures for lower-scoring institutions to optimize modern marketing tools, expand target segment boundaries, and protect business reputation.

Cite This Study

Шпак et al. (2020) studied this question.

synapsesocial.com/papers/6a13053617455f99e89e7672 https://doi.org/10.11118/actaun202068010229

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Implication

Methodological evaluation reveals an integral indexing model to measure marketing performance in banking institutions, suggesting practical strategies to boost commercial competitiveness.

Estimation of the Marketing Activity of Banking Structures

Discussion

Member takes

Implication

Key Points

Cite This Study

Estimation of the Marketing Activity of Banking Structures

Discussion

Member takes

Implication

Key Points

Cite This Study

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