Résumé:
This study generally aims to understand the role of bank marketing in the development of banking services, which has been covered in three main chapters. The first chapter concerned the introduction to bank marketing and banking services, while the second was interested in studying the role of bank marketing in the development of banking services, and Chapter three: The extent of the contribution of bank marketing in the development of banking services in the Algerian popular credit. We found in this study that bank marketing contributes effectively to the process of development of banking services through its various elements of the following marketing mix: pricing, promotion, distribution, human element, service delivery process and physical evidence, as we concluded in our study that the development of banking services contributes by forming a solid basis for future growth, allowing the bank to cope with future changes and to confront them with great efficiency.
While one of the most important recommendations of this study was the need for bank
management to adopt the philosophy of bank marketing and the need to attach importance
to the development of banking services and products in order to ensuring continuity in the
market and in order to face competition and meet the needs and desires of customers
