City Research Online

Abstract

This empirical study primarily aimed to make some assessments on the issues of the marketing orientation of Islamic banks and their implementation of the marketing concept. To achieve this, a comparative study based on a survey of Islamic and Western (traditional interest based) banks was made. The survey questioned these banks concerning their attitudes toward the marketing concept, the organisation and structure of their marketing efforts, the marketing functions of which they perform and the perceived outcome of adoption of the marketing concept. It was anticipated that in these hour areas, the Islamic banks would be no less marketing orientated. It was found however, that though both types of banks had favorable attitudes toward the marketing concept, there were significant differences in emphasis and orientation.

Publication Type:	Thesis (Doctoral)
Subjects:	H Social Sciences > HC Economic History and Conditions
Departments:	Bayes Business School > Management Doctoral Theses Bayes Business School > Bayes Business School Doctoral Theses

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