Home  Journals  Financial Analytics: Science and Experience  42(276) - 2015 November

The role of intraorganizational marketing in the interaction of divisions of a commercial bank

Vol. 8, Iss. 42, NOVEMBER 2015

Article PDF Version

Received: 29 September 2015

Received in revised form: 13 October 2015

Accepted: 19 October 2015

Available online: 12 November 2015

Subject Heading: RELIABILITY OF FINANCIAL INSTITUTIONS

JEL Classification: 

Pages: 51-62

Importance The article focuses on the application of marketing principles and technologies as part of interaction between the commercial bank's departments.
     Objectives The research pursues evaluating the potential of the marketing approach to making the interaction of the bank departments more effective.
     Methods The research relies upon an analysis and synthesis of scientific knowledge of the theory and practice of corporate marketing as set forth in proceedings of foreign and national scholars.
     Results Corporate marketing issues are insufficiently elaborated as part of the interaction between the commercial bank's departments. The article indicates targets of corporate marketing, proposed a typology of corporate products and departments of the commercial bank. There were no formal requirements to corporate marketing in the commercial bank, with available opportunities for some departments to freely apply marketing technologies. I detected a positive effect of marketing principles and technologies on the departments' interactions. The article provides practical guidelines for making the interaction of the commercial bank's departments more effective.
     Conclusions and Relevance The marketing approach is practicable and reasonable to improve the efficiency of the interaction within national banks. The desired effect is attainable with marketing tools adapted to corporate needs and goals.

Keywords: corporate marketing, interaction, department, corporate communications, commercial bank

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