Prioritizing the banking managerial marketing roles using Analytic Hierarchy Process (AHP

This article tries to rank the managerial marketing roles expressed by Henry Mintzberg so that one can rate the importance of managerial marketing roles for managers of different levels in organization. The research was conducted in one of Iranian private banks, and Analytic Hierarchy Process (AHP) was used to calculate the total weight of each managerial marketing role. Finally, a questionnaire is provided to assess the managerial marketing roles. Amongst the Ten roles expressed by Mintzberg, the roles disturbance handler, resource allocator, disseminator, entrepreneur, spokesman, monitor, negotiator, leader, figurehead, and liaison have the highest priority.

Keywords:

Analytic Hierarchy Process (AHP) , multi-criteria decision making , managerial roles