أثر التسويق الإبتكاري في المحافظة على الميزة التنافسية للبنوك التجارية : دراسة حالة بنك الخرطوم 2015-2020 م

الملخص EN

This study is entitled the impact of innovative marketing in maintaining the competitive advantage of commercial banks, a case study of bank of Khartoum 2015-2020, and the problem was represented in the obstacles of banking institutions in the stereotyping and stagnation in their marketing activities, and the importance of the study was that there is a set of changing and complex circumstances that imposed challenges it must be confronted with high speed and efficiency, and aimed at encouraging banks to innovate and innovate in their activities in general and marketing activities in particular.

the study population consisted of bank of Khartoum clients, and the study relied on the descriptive approach for its relevance to this topic, and the study reached several results, including the bank’s adoption of innovative marketing in general, which preserved the competitive advantage, and that innovation in services maintains the competitive advantage of the bank, and the study recommended that banks adopt the concept of marketing innovation in their activities, and that banks should select qualified cadres to fill positions in the management marketing, which has the ability to innovate.