Strategic Marketing: The Case of Islamic Bank of Jordan


Banks set up to operate in accordance with the Islamic Sharia’s principles have expanded in the last two decades. The basic difference between Islamic and non-Islamic banks lies in the fact that the former operate on an equity-participation system in which a predetermined rate of return is not guaranteed, whereas the latter’s operation is based on both equity and debt systems that are driven by interest. This paper assesses the effectiveness of marketing strategies by drawing on quantitative characteristics derived from a sample of Islamic banks in Jordan. It provides recommendations as to the measures to be adopted in order to improve the marketing effectiveness of the Islamic bank in Jordan


Unique Article ID: EJBIR-169

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