Bank marketing is a modern field of marketing knowledge that has garnered significant attention from authors and researchers. While it is a form of service marketing, writing about it remains a task that many are reluctant to undertake due to its high degree of specialization and its intersection with various scientific fields such as marketing, administrative, financial, and behavioral sciences. Some view discussing marketing in this context as an attempt to navigate a bottomless ocean.

Nevertheless, we decided to undertake this endeavor and accept its inherent challenges. The need for it is urgent, and the necessity to address it justifies venturing into this experience and navigating the sea of risk. Without this, it is impossible to reach the scientific truths that open new horizons for research and enrich human knowledge.

Given the vital role of bank marketing in supporting a bank's entity, survival, and continuity, management in banks has recognized its importance, especially given the unique characteristics of banking services that set them apart from other products. As a result, data and considerations have emerged, proven by studies and research, that govern individuals' choices of banks. Other factors such as service quality, effective customer relationship management, and customer service have become important criteria for customers in selecting a bank and its services. These have opened new avenues for banks to gain competitive advantages and secure better market positions.

Considering the highly standardized nature of the core banking service, it was imperative for bank management to seek other means and methods to compete and achieve better results. If the core banking service itself is difficult to use as a basis for competition and demonstrating a comparative advantage, then the quality of this service and its delivery method could be. Thus, marketing becomes a key activity in the modern bank, requiring the adoption of plans and programs aimed at achieving the bank's strategic objectives, which demands an advanced level of academic qualifications and practical skills from those performing this activity.

The significant lack of a conceptual and applied framework in the field of bank marketing, in addition to the knowledge gap it represents in the Arab library, formed the primary motivation for writing this book. It is a serious attempt to address the topic of bank marketing within a comprehensive and integrated scientific and practical framework, providing a rich source for the reader, researcher, and decision-maker in the bank that extends to the applied marketing implications of the scientific concept.

The current edition of this book is expanded and revised, incorporating new concepts that have enriched its content, making it more modern and aligned with contemporary intellectual developments in bank marketing. With this, we have humbly attempted to bridge a wide gap in Arab marketing thought and enrich the Arab library with the contents of this book. We pray to God that we have succeeded in this work.

Finally, I can only offer a word of thanks for all the efforts made to complete this work and make it accessible to its pioneers.

Weight: 0.7 kg
Dimensions: 17 x 24 cm