{"id":1095,"date":"2025-05-09T15:43:32","date_gmt":"2025-05-09T12:43:32","guid":{"rendered":"https:\/\/www.etimm.ase.ro\/?p=1095"},"modified":"2025-05-11T15:45:21","modified_gmt":"2025-05-11T12:45:21","slug":"assessing-the-marketing-performance-of-financial-banking-organizations-a-prerequisite-for-increasing-competitiveness","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=1095","title":{"rendered":"Assessing the Marketing Performance of Financial-Banking Organizations, a Prerequisite for Increasing Competitiveness"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"Assessing the Marketing Performance of Financial-Banking Organizations, a Prerequisite for Increasing Competitiveness\"\/>Assessing the Marketing Performance of Financial-Banking Organizations, a Prerequisite for Increasing Competitiveness<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author(s)<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Marilena Ionica R\u0102DULIC\u0102\"\/>Marilena Ionica R\u0102DULIC\u0102<\/span><\/span>\n<\/p>\n<p>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2025\/05\/09\"\/><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"\/><meta name=\"citation_volume\" content=\"1\"\/><meta name=\"citation_issue\" content=\"1\"\/><meta name=\"citation_firstpage\" content=\"25\"\/><meta name=\"citation_lastpage\" content=\"35\"\/><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"\/><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"\/><meta name=\"citation_issn\" content=\"2537-5865\"\/><\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"M31.\"\/>M31.<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"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.\"\/>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&#8217;s competitiveness.<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"Marketing audit, banking performance, competitiveness, efficiency, effectiveness, strategy.\"\/>Marketing audit, banking performance, competitiveness, efficiency, effectiveness, strategy.<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"https:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2025\/JETIMM_V01_2025_58.pdf\"\/><a href=\"https:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2025\/JETIMM_V01_2025_58.pdf\" target=\"_blank\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><br \/>\n<\/h4>\n<p>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"https:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2025\/JETIMM_V01_2025_58.ris\" target=\"_blank\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span>\n<\/p>\n<p>\n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title Assessing the Marketing Performance of Financial-Banking Organizations, a Prerequisite for Increasing Competitiveness Author(s) Marilena Ionica R\u0102DULIC\u0102 Classification JEL M31. Abstract 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 &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[32],"tags":[],"coauthors":[18],"class_list":["post-1095","post","type-post","status-publish","format-standard","hentry","category-jetimm_2025"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/1095","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1095"}],"version-history":[{"count":1,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/1095\/revisions"}],"predecessor-version":[{"id":1096,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/1095\/revisions\/1096"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1095"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1095"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1095"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=1095"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}