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Article: Strategic Planning That Computes.(bank marketing strategy techniques)
- Article from:
- ABA Bank Marketing
- Article date:
- October 1, 2001
- Author:
CopyrightCOPYRIGHT 2001 Bank Marketing Assn. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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If it were an equation, it would read: STRATEGIC PLANNING = PLANNING + MARKETING. In other words, without marketing, the strategic planning equation doesn't add up.
Most banks claim that they engage in "strategic planning." When you question them closely, however, you discover that this isn't what many are doing. They are engaging in numbers-driven annual budgeting--masquerading as strategic planning.
Strategic planning cannot be confined to a single annual event. It is a continuous process. Also, strategic planning focuses on the customer and the market--that is, on how superior performance will be achieved--not on the numbers themselves.
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