1 استادیار دانشکده مدیریت دانشگاه تهران
2 دانشیار دانشکده مدیریت دانشگاه تهران
3 دانشجوی MBA-بازاریابی، دانشکده مدیریت دانشگاه تهران
عنوان مقاله [English]
The consensus of economists, Iran economy was in "stagflation" during 1391 and 1392. In such circumstances, private banks in addition to being affected by the recession as businesses and adapting their strategies to these changing times, will have a significant role in fighting with that stagflation. In the meantime the role of marketing strategies as the link between banks and the stagnant market is so important. In this study the marketing strategies of private banks in the depression years 91 and 92 was identified with holding semi-structured interviews with 16 managers, experts and consultants in the banking industry and using thematic analysis technique and at the end, the success of this strategies was evaluated using Analytical Hierarchy Process (AHP).The results showed that theses banks used 14 main strategies in that era and “Focusing on lower risk customers” was the most successful strategy and “Increasing deposit gain” was the most unsuccessful one with respecting to market share, profitability and non performing loans criteria.