The Role of The Electronic Marketing Mix Elements in promoting the Competitive Advantage of Banks )Survey Study on the Public Syrian Commercial Banks)


Abstract in English

This study aimed to identify the role of the marketing mix electronic elements in the creation of competitive advantages of public commercial banks to make them distinct and unique from other banks site، especially after its entry into the era of technological revolution and Informatics. To achieve this، the researcher studied the relationship between the electronic elements of the marketing mix، and achieve competitive advantage، through a survey on public commercial banks in Latakia، and the research sample was/ 120 / unit. The researcher found that a relationship exists between each of the elements of the marketing mix elements (electronic product، electronic pricing، electronic promotion، electronic distribution، people، physical elements، the process of providing the service)، and promoting the competitiveness of banks under study. As the researcher of this study a set of proposals and recommendations that are expected to help banks in the study to achieve competitive advantage.

References used

Aquilano,Nicolas J.; Chase, Richared B.and Daves Mark M, "Fundamentals of Operations, 7th ed, Mc GRAW-Irwin, INC, (1996) . p 24
Gilmore, Audrey;Damian، Gallagher; Scoth, Henry,” E- marketing and SMEs : Operational lessons for the future” European Business Review, vol. 19 Iss: 3, (2007). PP. 234- 247
(Imber, J.; Besty- Ann T. Dictionary of Marketing terms, 3rd ed. Barrons Business Dictionaries، USA. (2000

Download