2003 Volume 12 Issue 4 Pages 51-67
The financial institution of our country was homogeneous and standardized corporate strategy for every business category called "convoy system", but the financial institution competition came to be performed among more companies. In the financial institution, practical use of the marketing strategy that utilized IT (Information Technology) positively became important by progress of electronic society. In this writing, it does not surveys on "Push Strategy" and "Pull Strategy" which are a promotion strategy of a manufacturing industry in the marketing strategy of a financial institution, and also the policy of "Data Base Marketing" and " Account Aggregation Service " which is the marketing strategy that applied the framework and IT of a promotion strategy is presented and the possibility of the marketing strategy is considered.
