Abstract
This paper analyses the basic issues in the strategic market planning process as an important part of the strategic marketing and tries to see whether Irish Banking system formally applies this concept. A mail questionnaire was used to carry out a survey covering all the banks in the Greater Dublin Area, which hosts 90% of the banks operating in Ireland. Although the main findings of the survey show similarities with earlier studies, Irish banks have shown some distinct characteristics in their approach to the strategic planning.KeywordsStrategic PlanningStrategic ManagementMarketing StrategyForeign BankStrategic MarketingThese keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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