The effect of brainstorming on the creative marketing of banking services; an analytical study of a number of the branches of the Iraqi commercial bank (TBI)‎ in Baghdad

Abstract EN

The present study aims at identifying the effect of brainstorming on the creative marketing of banking services in its dimensions; creativity in a product, creativity in pricing, creativity in promotion, creativity in distribution, creative individuals, creativity in the physical evidence, and creativity in the process.

This is done Through surveying and analyzing the opinions of 65 individuals of decision-makers and employees in the branches of the Iraqi Commercial Bank (TBI) in Baghdad using the questionnaire as the main tool to collect data and information from the researched sample whose answers were analyzed using The statistical program (spss v.25) in estimating the arithmetic mean, standard deviations, F- test, the relative importance, and the determination factor (R2).

Several conclusions have been reached; brainstorming affects all dimensions of creative marketing of banking services from the point of view of the research sample.

Several recommendations have been made; The key to the success and growth of banks is closely and directly related to the availability of human resources with distinct skills and mental capabilities in finding a huge amount of creative ideas.

This leads to brainstorming becoming an essential and critical element for the creative marketing of banking services and competition in the Iraqi banking sector.