أثر استراتيجيات مزيج التسويق المصرفي على تدفق الاستثمار الأجنبي المباشر : حالة تطبيقية على بعض المصارف العاملة في سورية
Other Title(s)
The impact of banking marketing mix strategies on the flow of foreign direct investment : an application case for some banks operating in Syria
Author
Source
Issue
Vol. 2020, Issue 125 (30 Sep. 2020), pp.63-75, 13 p.
Publisher
al-Mustansiriyah University College of Management and Economic
Publication Date
2020-09-30
Country of Publication
Iraq
No. of Pages
13
Main Subjects
Business Administration
Financial and Accounting Sciences
Topics
- Banks
- Economic development
- Private sector
- International relations
- Foreign policy
- Foreign investments
- Marketing
- Public relations
- Direct investment
- Marketing mix
Abstract EN
The study aimed to know the reality of the marketing mix strategies of the banks operating in Syria, to know their role in the process of attracting foreign investments that help in accelerating economic development, and to study the differences between those banks (public - private - Islamic).
The independent variables were represented in the banking marketing mix strategies represented by the strategy (product - pricing - distribution - promotion - place - physical evidence - people).
While the dependent variable represented the banks' attraction of foreign investments.
The study population included all the (21) operating banks in Syria, while the study sample amounted to (8) banks, where (105) questionnaires were distributed at the rate of (5) questionnaires for each bank and distributed to (General Manager, Deputy General Manager, Sales Director Public Relations Department (Foreign Relations), Promotion Department), in both the public and private sectors; (95) questionnaires were retrieved from them, with a retrieval rate of (90.4% ).
(8) questionnaires were excluded because they were not valid for analysis, and the number of accepted questionnaires reached (87) with (97.66% ) of the recovered questionnaires, which is an acceptable percentage for the purposes of scientific study.
American Psychological Association (APA)
غيداء إبراهيم سلمان. 2020. أثر استراتيجيات مزيج التسويق المصرفي على تدفق الاستثمار الأجنبي المباشر : حالة تطبيقية على بعض المصارف العاملة في سورية. مجلة الإدارة و الاقتصاد،مج. 2020، ع. 125، ص ص. 63-75.
https://search.emarefa.net/detail/BIM-1090494
Modern Language Association (MLA)
غيداء إبراهيم سلمان. أثر استراتيجيات مزيج التسويق المصرفي على تدفق الاستثمار الأجنبي المباشر : حالة تطبيقية على بعض المصارف العاملة في سورية. مجلة الإدارة و الاقتصاد ع. 125 (أيلول 2020)، ص ص. 63-75.
https://search.emarefa.net/detail/BIM-1090494
American Medical Association (AMA)
غيداء إبراهيم سلمان. أثر استراتيجيات مزيج التسويق المصرفي على تدفق الاستثمار الأجنبي المباشر : حالة تطبيقية على بعض المصارف العاملة في سورية. مجلة الإدارة و الاقتصاد. 2020. مج. 2020، ع. 125، ص ص. 63-75.
https://search.emarefa.net/detail/BIM-1090494
Data Type
Journal Articles
Language
Arabic
Notes
-
Record ID
BIM-1090494