haku: @indexterm BANK MARKETING / yhteensä: 120
viite: 3 / 120
| Tekijä: | Kaynak, E. Kara, A. |
| Otsikko: | Measurement of Marketing Orientation of a Financial Service Industry in a Transition Economy by Use of the Markor Scale |
| Lehti: | Journal of East-West Business
2002 : VOL. 8:2, p. 39-62 |
| Asiasana: | KYRGYZSTAN BANK MARKETING BANKS ECONOMIC CONDITIONS |
| Kieli: | eng |
| Tiivistelmä: | The objective of this research was to ascertain whether during the evolution of marketing concept in a transition economy banking sector, banks of different type and characteristics exhibit similar behaviors and tendencies observed in free market economies of the Western countries. More specifically, a concerted effort was made to determine the differences in the perceived importance of different controllable decision variables of the marketing function performed by banks in a transition economy of Central Asia. As well, the study tried to distinguish between the actual practice of marketing orientation among marketing oriented and non-marketing oriented banks. |
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