From Strategic Marketing to Strategy

The inconsistency in definitions and the lack of a unanimously shared vision of marketing strategy on the one hand and strategic marketing on the other, have been mentioned by many specialists. In an empirical study of managerial perceptions, Greeley (1993) notes that in addition to the state of confusion among authors, the interpretation of these two strategies also seems problematic for marketing practitioners. In the air of digital, the partnership between YUP and SGS could only confirm the respective interest that the two companies had for digital. Indeed, since its creation, YUP has continued to fight for better financial inclusion in sub-Saharan Africa and we remember that Société Générale was one of the precursors of mobile banking on the market with a service then called Yobantel. The two companies are promoting financial inclusion among the poorly banked population with an approach focused on both transactional and relational aspects.