This paper aims to analyze the relationship between marketing innovation and performance of an enterprise, studying in particular the banking sector. So after a brief review of the literature on services marketing and on the issue of business innovation, through the methodology of the single case (Yin, 1994; Dubois & Gadde, 2002), that is appropriate because of the complexity of the phenomenon, the research analyzes how innovation of bank management\u2014interpreted as a tendency to integrate strategies and tools of \u201cmarketing\u201d that have long been the preserve of industrial production and, in recent years, of retailers\u2014influences the performance and competitive<\/p>\n
advantages.<\/p>\n
In detail, the work provides an analysis of the main KPIs of the bank on the one hand, and innovation indicators of marketing on the other; subsequently it detects any correlation between the two elements and it emphasizes through what strategies a bank has managed to overcome the crisis and to gain a defensible competitive advantage.<\/p>\n
Keywords: <\/strong>marketing innovation, management innovation, KPI, banks, service marketing, service management<\/p>\n","protected":false},"excerpt":{"rendered":" Cite: Sansone, M., & Formisano, V. (2016). Marketing Innovation and Key Performance Indicator in Banking. International Journal of Marketing Studies, 8(1), 44-56. ISSN 1918-719X E-ISSN 1918-7203<\/p>\n","protected":false},"author":8,"featured_media":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"footnotes":""},"portfolio_category":[105],"portfolio_skills":[],"portfolio_tags":[],"yoast_head":"\n