دور السياسات التسويقية الحديثة في تطوير خدمات المصارف التجارية الجزائرية

Abstract

This study aims to highlight the importance of modern marketing policies in the improvement of the banking service in the Algerian commercial banks, in order to ameliorate its marketing level and how can these banks keep up with the progress in banking in light of financial and monetary globalization. This study was conducted on the Agricultural and Rural Devlopment Bank and the Gulf Bank, the agencies of Adrar province, to examine the extent to wich these two banks are applying the banking marketing and its efectivness according to the applied marketing to achieve customer satisfaction.