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   اثر الاتصال التسویقی المتکامل على النشاط البنکی: دراسة حالة البنک الوطنی الجزائری وکالة سیدی بلعباس  
   
نویسنده وهیبة مداس ,عبد القادر بحیح
منبع اقتصاديات شمال افريقيا - 2019 - دوره : 15 - شماره : 20 - صفحه:351 -374
چکیده    The objective of this study is to determine the impact of integrated marketing communication (imc) on the activity of national bank of algeria (nba) agency of sidi bel abbes. where 30 of employees data were analyzed and the impact of the elements of imc on the banking activity was determined using the spss v. 22 program. where there was no impact on the bank's activity, as there were insufficient regulatory frameworks to manage the bank on the one hand, and the significant lack of integration in the use of information and communication technology (ict) in the process. this study recommends expanding the interest in the marketing function, especially the integrated marketing communications in banks, as a modern approach to the modernization of banking activity.
کلیدواژه IMC –Banking Activity- ICT- Modernization of banking activity
آدرس جامعة سیدی بلعباس, مخبر ادارة الابتکار والتسویق, الجزائر, جامعة سیدی بلعباس, الجزائر
پست الکترونیکی behih22@hotmail.com
 
     
   
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