Resumo

BORRAS ATIENZAR, Francisco  e  AMENEIRO, Consuelo. Diagnosis of the Management of Banking Marketing in the Bank of Credit and Commerce (BANDEC). Cofin [online]. 2018, vol.12, n.2, pp.82-99. ISSN 2073-6061.

The purpose of the work is to show the main strengths and weaknesses of marketing management in the Banco de Crédito y Comercio (BANDEC), defined through the application of an audit. Its program, in the form of a questionnaire, was designed according to the peculiarities of Cuban commercial banks, validated by banking executives and applied through interviews with Bank's Central Office officials. The main strengths are related to the knowledge of market trends, the design of new products and services and the access of customers to its offers. Among the weakest aspects can be mentioned the market studies, product differentiation, definition of objectives, strategies and marketing plans, the flexibility of interest rates and the effectiveness of distribution and communication channels.

Palavras-chave : audit; bank; marketing.

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