واقع مزيج الاتصالات التسويقية في الجهاز المصرفي الفلسطيني : دراسة وصفية ميدانية

الملخص EN

The main aim of this research is to explore the extent to which tools of Marketing Communication– Mix are used by Palestinian Banking System.

The paper also aims at identifying the differences in the use of the Marketing– Communication– Mix attributed to variables such as: bank origin, capital, and promotional budget.

To achieve this purpose, the descriptive research methodology was employed where a questionnaire was prepared in accordance with likert– 5– scale system.

The questionnaire was distributed to all bank managers responsible directly for promoting bank's services (36 managers).

The paper came up with a main conclusion that the most used tool of marketing communication is public relations followed by Advertising, Demand Promotion, and finally the Direct and Electronic Marketing.

The study recommended the necessity of widening the use of direct and electronic marketing, and enhansing the promotional budgets specially for the small banks.

The study also stressed the necessity of achieving integration among various marketing communication tools.