نویسندگان
استادیار گروه مدیریت، دانشگاه زنجان، ایران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
This study was conducted to assess comparative examination of relationship between competitive intelligence with marketing effectiveness. For this purpose 110 branches managers of private and public banks in zanjan province were selected by stratified random sampling. The instrument of study were competitive intelligence (fahey, 2007) marketing effectiveness (kotler, 1997). Results indicated that were significant relationship between marketplace opportunities, competitor threats, competitor risks, key vulnerabilities and core assumption with marketing effectiveness. Results show that competitive intelligence between public and private banks no significant difference and private banks have to have higher marketing effectiveness
کلیدواژهها [English]
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