Reviews about the Effectiveness of Marketing Strategies and Performance Marketing in the City of Sanandaj Banks

AbdolRahman Maleki Afzal, Heirsh SoltanPanah


The purpose of this research is to review the relationship between effectiveness of marketing strategies performance Marketing Bank branches in the city of Sanandaj. This research in terms of purpose is applied; and also in terms of method is descriptive correlational research and in term of duration is a single period. The statistical population contains staff at the branch of the bank of Sanandaj city. To choose the statistical sample by using classical random sampling and according to the statistical formula, a sample of 302 people is selected from among the statistical population. According to research methodology and the type of the underlying data in this study, questionnaire of standard marketing strategies and researcher marketing performance are used as the main tool to measure and data collection. In order to do the statistical analysis, SPSS statistical analysis software is used. The findings show that there is a significant positive relationship between the effectiveness of marketing strategies and Performance Marketing Banks city of Sanandaj. Also, the results show that between all of the components of the effectiveness of marketing strategies and Performance Marketing (customer-philosophy (0.611), Integrated Marketing Effort (0.562), Marketing Information (0.361), Strategic orientation (0.573), Orientation Efficiency (0.678) there is a significant relationship.

Anahtar Kelimeler

Effectiveness of marketing strategies, Performance marketing, Sanandaj Banks.

Tam Metin:

PDF (English)


Aaker, D. A. (2009). Measuring brand equity across products and markets. California Management Review, 38(3), 102−120.

Ahiauzu A. I. & Nwokah, N. G. (2008). Managerial competency and Marketing effectiveness in corporate organizations in Nigeria. J. Manag. Dev., 27(8) 58-87.

Ahmadi, Akbar (2011). Evaluation and marketing strategy e-marketplaces (e-marketplaces A Case Study of Iran),

Ahmadzade Fard & Mohammad Hassan (2014). Review the relationship between strategic orientation and marketing capabilities with the performance of the bank seal of the province's economy, Master thesis Ministry of Science. Research and Technology – PNU- University of Tehran -Faculty of Management and accounting. Supervisor Ali Akbar barley and advisor: Eugene Karimi

Asfydany, Mohammad Rahim; Daghighi Asil, Ali Reza & Ismaili Ahangar Kolai, Elahe (2012). The effect on the performance of Internet marketing for life insurance. Insurance Letters (Former Insurance Industry), Year XXVI, Issue 2, Summer, pp. 83-113.

Asgarnezhad Nouri, Bagher (2013). Designing Marketing impact on business performance using meta-analysis approach, doctoral thesis supervision of the Ministry of Science. Research and Technology - Isfahan University - Faculty of Economics and Administrative Sciences. Supervisor: Saeed Fathi, Ali Sanai, and advisor: Ali Kazemi.

Ashgarf, Sajjad, Amir Reza Mokhtari Malekabadi & Amir Gandomkar (2014). Review the effectiveness of e-marketing on tourism services (Case Study: travel services companies this city), articles conferences in Iran, the first national conference on tourism. Geography and Environment Sustainable. Hamedan: Community Environmental Assessment Hegmataneh,

Chuan Hu, W.; Lai, M-Ch. & Huang H-Ch. (2009). Rating the relative efficiency of financial holding companies in an emerging economy: a multiple DEA approach. Expert Systems with Applications, vol. 36, pp. 5592–9.

Clark, B. H. & Ambler, T. (2001). Marketing performance measurement: Evolution of research and practice. International Journal of Business Performance Management, 3(2): 231-244.

Da Gama, A. P. (2011). An expanded model of marketing performance. Marketing Intelligence & Planning, 29 (7): 643-661.

Dehdashti Shahrokh, Zohreh & Pourhoseini, AmirHossein (2013). Presenting a model of the effect on sales performance sales strategy and marketing, Business Management, Volume 5, Issue 1, Pages: 61 -84,

Dehghan, Nabi Allah; Sadaghiani, Jamshid & Farajloo, Motlagh (2015). The Effect of Relationship Marketing Strategies on the Economic Performance of Iran Khodro Authorized Agencies. Marketing research Trail - 1393 - Volume: 4 - Issue: 1 - Page: 93 -106,

Diai, Habibollah Farkhan, Zahra (2010). Evaluating the performance of operational and human resources entrepreneur insurance agencies in the province, with multiple approaches to the DEA. Journal of the İnsurance İndustry, 3 and 4, for autumn and winter 1388, No. 95-96, pp. 33-60

Felgueira, Teresa & Rodrigues, Ricardo Gouveia (2015). Market Orientation of Teachers and Researchers in Higher Education Institutions: A New Approach, INTE 2014, Procedia - Social and Behavioral Sciences 174 (2015) 3017 – 3024, Available online at

Ghafari, Somayeh & Adel, Salvati (2015). Investigation of the Relationship between Knowledge Management Marketing and Performance Marketing in the Private and Public Insurance (The Case of Sanandaj). National Conference management, organizational culture and human resources, Sanandaj: Islamic Azad University of Sanandaj.

Hosseini, Seyed Mahmoud; Nekouei Zadeh, Maryam & MakhzanAbadi, Maryam (2012). The Analysis of Marketing Strategies During a Recession Service Companies. Landscape Business Administration, No. 6, 39, Summer 2012, pp. 117-139.

Kafashpour, Azar & Siahroud Najafi, Mahdi (2010). The impact of marketing research on the function of culture orientation through travel agents Mashhad city. Study a Change Management, First Year, No. 2, second half 1388, pp. 111-131.

Khani, Mousa; Haghighi, M. & Torkzadeh, S. (2013). Providing a model for customer loyalty in banking industry country using customer knowledge management (private banks). Journal of Business Management, 4 (12): 164- 147.

Kheiri, Bahram & Roshani, Arefeh (2014). The role of mediator in the relationship between orientation and strategic marketing capabilities and organizational performance: A Case Study on the National Bank of Iran. Journal of Management, Issue 29, Spring 2013, pp. 97-113.

Kirca, A. H.; Jayachandran, S. & Bearden, W. O. (2005). Market orientation: A meta-analytic review of its antecedents and impact on performance. Journal of Marketing, 69 (2), 24–41.

Kord, Bagher, Gholamreza Zamanian and Mohammad Shah Beigi (2013). The Effectiveness of Bank Marketing Indicators in the Performance of the Branches Using AHP FUZZY Aztlfyq Techniques and Fuzzy TOPSIS. The fourth International Conference on Marketing Banking, Tehran: Center for Marketing Services financial,

Kotler, Philip & Keller, Kenvin Lane (2006). Marketing Management, prentice- Hall of India.

Kumar, V.; Jones, E.; Venkatesan, R., & Leone, R. P. (2011). Is market orientation a source of sustainable competitive advantage or simply the cost of competing? Journal of Marketing, 75, 1630.

Lavai, Parisa (2010). Develop appropriate marketing strategy in bank supervision of central Tehran, a master's thesis Ministry of Science. Research and Technology - PNU - Payam Noor University of Tehran - Institute of Science. Supervisor: Eugene Karimi and Advisor: Mohammad Taghi Amini.

Naghizadeh, Mohammad; Tabatabaeian, Seyyed HabibAllah; Manteghi, Manuchehr; Hanafizadeh, Payam & Naghizadeh, Reza (2014). The impact of market trends and understanding the dynamics of environmental managers on the promotion of technological capability In manufacture of avionics. Iranian Firms Journal of Technology Development Mmanager / Number 1, Spring, pp. 9-36.

Nwokah, N. Gladson & Frannces, E. Ondukwu Ane E. (2009). Competitive intelligence and marketing effectiveness in corporate organizations in Nigeria. African Journal of Marketing Management, Vol. 1(1) pp. 010-022, April 2009, Available online

Pirayesh, Reza & Ali Pour, Vahide (2013). The relationship between competitive intelligence and effectiveness of marketing strategies among public and private banks in the province. Journal of Business Management, Volume 4, Issue 12, Summer 2013, page 1-18.

Safarzadeh, Hussein, Kamali, Kamel Kamali & Bonakdar Mazandarani, Nazanin (2012). Emotional intelligence and effectiveness of marketing personnel. Business Management Magazine, Fall 1390, Vol. 3, No. 11.

Samadi, Mansour; Leila Habibi; Mino Rasouli & Mahshad, Pashmforoush (2011). The Impact of Marketing Activities on Decision-Making, International Marketing Management Conference, Tehran: tel Ariana, / Paper-IMMC04-IMMC04_043

Shafei, Reza (2012). Study of the strategies of market approaches to management and marketing measures in relation to the selection model of industrial manufacturing companies. Marketing Research, new, 1391, Volume 2, Issue 4, Pages: 82 -104

Shafie Qhdaryjany, Behnaz & Rezaei Dolatabadi (2013). The Effectiveness of Marketing Resources/Man on the Effectiveness of Marketing Strategies through Creative Marketing Strategies. Articles Tenth Convention of the International Conference on Strategic Management, Strategic Management Society of Iran.

Subramanian, Ram; Kumar, Kamalesh & Strandholm, Karen (2010). The role organization competencies in the market orientation – performance relationship. International Journal of Commerce and Management, Vol. 19, No.1, pp.7-26.

Taghi Heydari, Farid (2015). Investigation the relationship Marketing Mlkrdmaly domestic and commercial bank branches in Ahvaz, a master's thesis Ministry of Science. Research and Technology - Martyr Chamran University - Faculty of Economics and Social Sciences, Supervisor: H. Sinai and Advisor: Darzi Abdul Aziz.

Tazri, Negin & Bolourian Tehran, Mohammad (2013). Examining critical success factors in customer relationship management In insurance companies: A Case Study (insurance organization). Journal of Business Management, Volume 7, Issue 16, Autumn, page 81-97.

Walker O. C.; Boyd H. W.; Mullins J. & Larreche J. (2003). Marketing Strategy: A Decision Focused Approach (4 Ed.). New York: McGraw- Hill Inc.

Zanjirchi, Seyed Mahmoud; Konjkav Motlagh, AmirReza; Hataminasab, Seyed Hassan, Nori & Abolfazl Sattarzadeh, Hadi (2012). Technology Acceptance Model developed for electronic customer relationship management effectiveness (Case study: Tejarat Bank city of Yazd). Journal of Marketing Management, Issue 18, Fall 1391, pp 1-18.



  • Şu halde refbacks yoktur.

Telif Hakkı (c) 2017 Journal of History Culture and Art Research

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

ISSN: 2147-0626