سال انتشار: ۱۳۹۱

محل انتشار: چهارمین کنفرانس بین المللی بازاریابی خدمات بانکی

تعداد صفحات: ۱۴

نویسنده(ها):

Reza Akbari Asl – Marketing Manager of City Bank
Ali Soleimani Besheli – Shahed University, Tehran – IRAN
Abbas Namdar Aliabadi – Mazandaran University, Tehran – IRAN

چکیده:

This article tries to rank the managerial marketing roles expressed by Henry Mintzberg so that one can rate the importance of managerial marketing roles for managers of different levels in organization. The research was conducted in one of Iranian private banks, and Analytic Hierarchy Process (AHP) was used to calculate the total weight of each managerial marketing role. Finally, a questionnaire is provided to assess the managerial marketing roles. Amongst the Ten roles expressed by Mintzberg, the roles disturbance handler, resource allocator, disseminator, entrepreneur, spokesman, monitor, negotiator, leader, figurehead, and liaison have the highest priority.