Analyzing banking marketing policies in the Algerian banking sector and ways to address the challenge -CNEPBankAs a model-

Abstract

This study aimed to analyze the nature of the marketing mix policies applied in the National Fund for Savings and Reserve (CNEP-bank), and to establish a clear vision for the mechanism of forming and designing the appropriate marketing mix for Algerian banks.

Through this study, we have reached a set of results, the most prominent of which is that banking marketing is an important function, as banks seek through it to plan and present a coherent and integrated marketing mix that satisfies the needs and desires of customers. The study also concluded a set of important proposals for encouraging the application of banking marketing techniques in general, which it will help in the rehabilitation of the Algerian-banking sector in general, and another set of recommendations for improving the elements of the banking marketing mix that will help the bank under study to adopt modern principles of marketing.