التسويق البنكي كمدخل لرفع أداء البنوك العاملة في الجزائر - دراسة ميدانية ببنك الفلاحة و التنمية الريفية لولاية تبسة

Abstract

This Research is trying to figure out the role of marketing in banking, and the impact on the performance of banks , was the field study using a questionnaire which was distributed to a sample of 69 Personnel agencies of the Bank of agriculture and rural development (BADR) in Tebéssa, this study considered the application of Bank marketing, but also to measure the performance of the Bank through the four perspectives the balanced scorecard. The results of the impact for the marketing banking On the performance of the Bank. Recommendations should apply marketing in the banking, it is important to keep abreast of meeting the challenges, and developments in the banking sector, of large banks in the banking sector and global marketing of Bank, with the latest technology and equipment.