TY  - JOUR
T1  - Assessing the Marketing Performance of Financial-Banking Organizations, a Prerequisite for Increasing Competitiveness
JO  - Journal of Emerging Trends in Marketing and Management
VL  - I
IS  - 1
SP  - 25
EP  - 35
PY  - 2025
DA  - 2025/05/09
PB  - The Bucharest University of Economic Studies Publishing House
PP  - Bucharest, Romania
T2  - 
AU  - RĂDULICĂ, Marilena Ionica
SN  - 2537-5865
DO  - 
UR  - https://www.etimm.ase.ro/RePEc/aes/jetimm/2025/JETIMM_V01_2025_58.pdf
KW  - Marketing audit
KW  - banking performance
KW  - competitiveness
KW  - efficiency
KW  - effectiveness
KW  - strategy
AB  - Banking competitiveness represents the ability of financial institutions to attract customers, capital and obtain superior profits in the market, positioning themselves advantageously against the competition. This multidimensional concept is the basis of banking strategies and determines the long-term success of financial institutions. Financial performance constitutes the foundation of banking competitiveness and is measured by specific indicators that reflect the efficiency of resource use. The systematic measurement of marketing performance allows companies to evaluate the efficiency of campaigns, identify the channels that generate the best investment (ROI) and to optimize the budget allocation. Without a precise measurement, marketing decisions risk being based on intuition and assumptions, not concrete data, which can lead to resource and missed opportunities. The study identifies methods, techniques and tools used in evaluating the performance of the marketing activity, but also to improve the productivity of marketing in order to increase the bank's competitiveness.
ER  -