Perspectives on the role of marketing in Islamic banking

Moutinho, L. and Jabr, M.H. (1990) Perspectives on the role of marketing in Islamic banking. Journal of International Consumer Marketing, 2(3), pp. 29-47. (doi: 10.1300/J046v02n03_03)

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The article describes the history, philosophy and goals of Islamic banking. A comparative analysis of the differences in marketing developments and degree of applicability between Islamic and conventional banks is provides by the authors. Major differences can be found in the areas of bank customer behavior, product policy and new product policy and new product development, pricing policies and distribution systems. A much lower level of differentiation has been found with regard to the design of promotional activities. Most of the established Islamic banks are still positioned in a clear development stage in their business cycle, thus still learning and absorbing all the benefits of technology and modernization. The authors agreed that Islamic banks have now reached an acceptable level of critical mass which would enable them to compete more effectively.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Moutinho, Professor Luiz
Authors: Moutinho, L., and Jabr, M.H.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Journal of International Consumer Marketing

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