Marketing Strategic Planning and Choosing the Right Strategy using AHP Technique (Case Study: Ghavamin Bank Mazandaran)

Forough Sadeghpour; Mohammad Ghorbani Far; Ali Ramzan Khah; Masoumeh Amu Akbardokht Amiri

doi:10.29333/djfm/5821

Marketing Strategic Planning and Choosing the Right Strategy using AHP Technique (Case Study: Ghavamin Bank Mazandaran)

Forough Sadeghpour ¹ ^* , Mohammad Ghorbani Far ², Ali Ramzan Khah ³, Masoumeh Amu Akbardokht Amiri ⁴

More Detail

¹ MA Student of Executive Management, Management, Economics and Accounting, Payam Noor University, IRAN
² Mazandaran Branch Management, Expert of Research and Market Development, MA, Governmental Management, IRAN
³ Mazandaran Branch Management, The Charge Expert of Credits, MA, Governmental Management, IRAN
⁴ MA student, Department of English Language and Literature, Central Tehran Branch, Islamic Azad University, Tehran, IRAN
^* Corresponding Author

Full Text (PDF)

Research Article

Dutch Journal of Finance and Management, 2017 - Volume 1 Issue 2, Article No: 45
https://doi.org/10.29333/djfm/5821

Published Online: 03 Jul 2017

Views: 6055 | Downloads: 4319

Open Access

How to cite this article

APA 6th edition

In-text citation: (Sadeghpour et al., 2017)
Reference: Sadeghpour, F., Far, M. G., Khah, A. R., & Akbardokht Amiri, M. A. (2017). Marketing Strategic Planning and Choosing the Right Strategy using AHP Technique (Case Study: Ghavamin Bank Mazandaran). Dutch Journal of Finance and Management, 1(2), 45. https://doi.org/10.29333/djfm/5821

Vancouver

In-text citation: (1), (2), (3), etc.
Reference: Sadeghpour F, Far MG, Khah AR, Akbardokht Amiri MA. Marketing Strategic Planning and Choosing the Right Strategy using AHP Technique (Case Study: Ghavamin Bank Mazandaran). Dutch Journal of Finance and Management. 2017;1(2):45. https://doi.org/10.29333/djfm/5821

AMA 10th edition

In-text citation: (1), (2), (3), etc.
Reference: Sadeghpour F, Far MG, Khah AR, Akbardokht Amiri MA. Marketing Strategic Planning and Choosing the Right Strategy using AHP Technique (Case Study: Ghavamin Bank Mazandaran). Dutch Journal of Finance and Management. 2017;1(2), 45. https://doi.org/10.29333/djfm/5821

Chicago

In-text citation: (Sadeghpour et al., 2017)
Reference: Sadeghpour, Forough, Mohammad Ghorbani Far, Ali Ramzan Khah, and Masoumeh Amu Akbardokht Amiri. "Marketing Strategic Planning and Choosing the Right Strategy using AHP Technique (Case Study: Ghavamin Bank Mazandaran)". Dutch Journal of Finance and Management 2017 1 no. 2 (2017): 45. https://doi.org/10.29333/djfm/5821

Harvard

In-text citation: (Sadeghpour et al., 2017)
Reference: Sadeghpour, F., Far, M. G., Khah, A. R., and Akbardokht Amiri, M. A. (2017). Marketing Strategic Planning and Choosing the Right Strategy using AHP Technique (Case Study: Ghavamin Bank Mazandaran). Dutch Journal of Finance and Management, 1(2), 45. https://doi.org/10.29333/djfm/5821

MLA

In-text citation: (Sadeghpour et al., 2017)
Reference: Sadeghpour, Forough et al. "Marketing Strategic Planning and Choosing the Right Strategy using AHP Technique (Case Study: Ghavamin Bank Mazandaran)". Dutch Journal of Finance and Management, vol. 1, no. 2, 2017, 45. https://doi.org/10.29333/djfm/5821

ABSTRACT

The main purpose of this study was to identify the right strategy marketing plan Ghavamin Bank in Mazandaran province Analytical Hierarchy Process (AHP) have been. The study of the target application, based on the nature and control variables descriptive non-experimental research is quantitative data that is collected by Operations Research. Due to the above, this study is a descriptive survey research. Study the Analytical Hierarchy Process (AHP) Was to gather information through questionnaires paired comparison Comments 15 experts to decide and prioritize factors have been taken. The results showed that by hierarchical validity and reliability of research tools for measuring components has been desired. In determining the priority of various factors, the results showed that the factors that should be prioritized in the strategic planning of marketing Ghavamin Bank considered by managers include: economic factors, competition, communication with customers and prospects, and future plans.

KEYWORDS

strategic planning marketing strategic planning marketing Ghavamin Bank Mazandaran

REFERENCES

Abdul, F. A. (2013). Strategic marketing planning and the Nigerian banking industry. Journal of Research in National Development, 11(1), 145-151.
Books, S., Ansari, M. and Nasseri Taheri, M. (2005). Selecting the appropriate marketing mix using AHP technique Marketing strategic planning approach (Case Study: Marjan Tile Co.). Journal of Administrative Sciences and Economics, University of Isfahan, 17(1), 79-92.
Claycomb, C., Germain, R. and Droge, C. (2000). The effects of formal strategic marketing planning on the industrial firm’s configuration, structure, exchange patterns and performance. Industrial Marketing Management, 29, 219-234. https://doi.org/10.1016/S0019-8501(98)00055-8
Gungaphul, M. and Boolaky, M. (2009). Entrepreneurship and marketing: An exploratory study in Mauritius. Journal of Chinese Entrepreneurship, 1(3), 209-226. https://doi.org/10.1108/17561390910999506
Horner, S. and Swarbrook, J. (2005). Leisure marketing: A global perspective. New York: Elsevier Butter worth- Heinemann.
Pistol, G. (2010). The role and importance of the strategic planning in bank marketing. Annals of Spiru Haret University, Economic Series, 1(2), 153-161.
Rahman nature, H. (2004). Strategic management theorists thought. Tabatabai, Tehran, Iran.
Sadeghi, M., Sobhani, M. S. and Traveler, F. (2011). Effectiveness analysis of the effectiveness of strategic planning, marketing information systems (case study bank). Beyond management, 5(18), 25-51.
Samadi, M. and Fine, I. (2009). Marketing strategic planning and choosing the right strategy using AHP technique (Ahwaz Pipe Mills). Journal of Behavior, 16(35), 69-82.
Venus, A. and Jazani Khani, J. (2007). Business ethics in Islam. Journal of Knowledge and Development, 13, 43-61.

LICENSE

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.