Abstract

During recent years, due to the necessary fluctuations that have impacted the financial capitalism, value creation has emerged and found a good basis especially for the company’s shareholders as well as customers, suppliers, bankers, unions and of course the government. So, the birth of the notion of stakeholders is a strict notion, this theory applies to the entire economy.

Moreover, the strategic choices are an important part of the banks; hence the importance of the choice of strategy becomes paramount to deal with developments in a rapidly changing environment. An effective bank marketing strategy keeps customers educated. This paper shows recommendations as to the measures to be adopted in order to improve the marketing effectiveness of the banks.

The aim of this article is to show the importance of the preference function in banking strategic choices in Tunisia.

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