Comparative survey of Relationship between Competitive Intelligence and Marketing Effectiveness among Public and Private Banks in Zanjan Province

Pirayesh, Reza; Alipoor, Vahideh

doi:10.22059/jibm.2012.29181

Comparative survey of Relationship between Competitive Intelligence and Marketing Effectiveness among Public and Private Banks in Zanjan Province

Authors

10.22059/jibm.2012.29181

Abstract

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

Keywords