The Issue of Marketing Innovation in Financial Services: Case of the Banks and Insurance

Mohamed Cherchem


Innovation is at the center of much debate on the competitiveness of business services including financial
institutions and profitability of banks. This paper focuses on innovation in marketing services including in the
Algerian public banks. In this paper, we show that the relative importance dimensions of innovation in services
correlated with those of the marketing culture that is be omnipresent in the bank.
An empirical study allows us to evaluate and estimate the innovation in services including In the Algerian public
banks, through a field study (interview guide) with officials of public sector banks Algeria, as well as private

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