دور المزيج التسويقي في نجاح البنوك التشاركية في المغرب

الملخص EN

In a changing world and in front of an intense competition, the competitive advantage is the effective way to penetrate the market.

However, marketing represents a key element to ensure the competitiveness and attract more potential customers.

Actually, marketing can ascertain the appropriate segment to operate, innovate by developing products that meet the specific needs of the target and anticipate their expectations, and thus, the company could overtake its competitors and overcome the market share.

The Islamic marketing begins to gain momentum in the development of marketing knowledge.

Its practical implications for companies and customers are absolutely significant.

In fact, it has grown rapidly in recent years and has attracted the attention of many academics, marketing experts.

However, this area remains understudied with few empirical studies, especially on the part of the Islamic marketing mix- in accordance with the principles of Sharia -in the development and success of Islamic banking as Morocco prepares to welcome in 2016.

In this paper, we highlight the role of the marketing mix - Product, Price, Place and Promotion- in achieving the strategic goals of the bank; we present Islamic banking as a new product in launch phase that requires an adequate strategy for better performance.

Then we present the results of a quantitative study aimed to identify the criteria to develop for a better start and a great success of Islamic banks in Morocco