THE ROLE OF BANKING MARKETING IN ENHANCING THE PROFITABILITY OF ISLAMIC BANKS (AN APPLIED STUDY IN A SAMPLE OF ISLAMIC BANKS IN IRAQ)

Abstract

In light of the great development witnessed by the world, and due to the great importance of marketing, banks use banking marketing techniques in order to meet the needs and expectations of their customers in order to satisfy and retain them. More transparency, more players and more options, but above all, more initiatives and independence for the customer in carrying out transactions with the bank are the reasons why banks need cooperative marketing, which must be greatly taken into account by the people who set policies in Islamic banks and derive This importance is due to the urgent need to improve the performance of Islamic banks and ensure the sustainability of the growth of these banks, which face strong competition from commercial banks that have long experience in the field of banking, in order to strengthen their relationship with their customers and thus enhance their profitability. The aim of our study is to assess the impact of banking marketing policy on enhancing profitability at the level of Islamic banks in Baghdad. Indeed, these banks are witnessing a change in the number of savings clients after the adoption of marketing techniques that greatly contribute to bringing about the process of communication with the bank’s environment to achieve its goals and increase sales, as advertising or marketing for a commodity or service for the institution is very important as an introduction to selling and promoting this good or promoting Services all this to enhance the profitability of the banks. We have found that in order to better understand customers' needs, banks are increasingly interested in different marketing tools and techniques in order to select more customers and embrace innovation and innovation in their banking services, whether in terms of their content or how they are provided, and this requires conducting a marketing study and conducting market research. To know the needs and desires of customers in order to achieve its goal, which is to build a permanent and dedicated relationship.