Marketing Innovation and Key Performance Indicator in Banking

<p>This paper aims to analyze the relationship between marketing innovation and performance of an enterprise, studying in particular the banking sector. So after a brief review of the literature on services marketing and on the issue of business innovation, through the methodology of the single case (Yin, 1994; Dubois &amp; Gadde, 2002), that is appropriate because of the complexity of the phenomenon, the research analyzes how...