نوع مقاله: مقاله پژوهشی
نویسندگان
مدیر بازاریابی بانک توسعه صادرات
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسنده [English]
On the one hand, the presence of Iran as an observer in WTO, and on the other hand the development of private banks, cause the Iranian banks encounter a much more competitive environment. Survival in such situations requires specific mechanism, tools and strategies. Marketing plan can be considerd as a tool to achieve a sustainable competitive advantage. In this research, three-ramification model including structural, environmental, and behavioral aspects is used for investigating the pathology of marketing program of Export Development Bank of Iran. In this regard, a questionnaire based on three-ramification model is provided and its validity and stability are evaluated using experts and Cronbach's alpha, respectively. The results show that none of the structural, environmental, and behavioral aspects are in a suitable condition.
کلیدواژهها [English]
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