Determining the right marketing-related metrics to maximize profitability in banking

Choosing the Right Metrics to Maximize Profitability and Shareholder Value

J. Andrew Petersen a,∗, Leigh McAlister b, David J. Reibstein c, Russell S. Winer d, V. Kumar e, Geoff Atkinson f a Kenan-Flagler Business School, The University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, United States b McCombs School of Business, University of Texas at Austin, Austin, TX 78712, United States c Wharton School, University of Pennsylvania, Philadelphia, PA 19104, U...

Truly Accountable Marketing: The Right Metrics for the Right Results

Joint optimization of customer segmentation and marketing policy to maximize long-term profitability

With the advent of one-to-one marketing media, e.g. targeted direct mail or internet marketing, the opportunities to develop targeted marketing (customer relationship management) campaigns are enhanced in such a way that it is now both organizationally and economically feasible to profitably support a substantially larger number of marketing segments. However, the problem of what segments to di...

Identifying the Most Important Marketing Processes in Iran Banking Industry to Develop a Banking Marketing Maturity Model

Objectives The recent shift, from merely traditional approach providing only financial services to the new trend implying banks can be considered as business partners meeting their whole financial needs and creating a win-win relationship, in customers’ opinion towards banks has made banks try to apply banking marketing strategies to help attract more customers and respond to their needs. Hence...

Determination of Optimal Market Concentration in order to maximize the Stability of the Banking

Banking stability in recent years especially after the financial crisis of 2008-2009, has received more and more attention in policymaking. Although competition is a prerequisite for productivity, technological innovation, institutional development, and financial inclusion, the impact of banking competition on financial stability has been the subject of active debate. in this article, the optim...