The Issue of Marketing Innovation in Financial Services: Case of the Banks and Insurance

Mohamed Cherchem

Abstract


Innovation is at the center of much debate on the competitiveness of business services including financial
institutions and profitability of banks. This paper focuses on innovation in marketing services including in the
Algerian public banks. In this paper, we show that the relative importance dimensions of innovation in services
correlated with those of the marketing culture that is be omnipresent in the bank.
An empirical study allows us to evaluate and estimate the innovation in services including In the Algerian public
banks, through a field study (interview guide) with officials of public sector banks Algeria, as well as private
customers.


Full Text: PDF DOI: 10.5539/ijbm.v7n22p109

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the 'ccsenet.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.