Vol. 3 No. 2 (2013): Vol 3, Iss 2, Year 2013
Articles

The 7 Ps` In the Websites of Qatari Banks

Bahnaz Ali Alquradaghi
Senior Research Officer –Center of Islamic Economics and Finance (CIEF)- Qatar Faculty Of Islamic Studies- Hamad Bin Khalifa University, Doha-24755, Qatar
Published June 30, 2013
Keywords
  • Marketing Mix, Qatari Banks, Six Sigma in marketing .
How to Cite
Alquradaghi, B. A. (2013). The 7 Ps` In the Websites of Qatari Banks. Journal of Management and Science, 3(2), 191-208. https://doi.org/10.26524/jms.2013.25

Abstract

This research is an attempt to discover the extent of availability of the marketing mix elements in the webpages of some of the Qatari banks, in order to assess the degree of development in this area, and if they are able to take advantage of existing technologies in this field. I have discovered that the Qatari Banks, under consideration in this study, are very interested in the internet and have a desire to use this technology and have actually been using it since 2010.The elements of the marketing mix in services are 7, namely: product, price, place, people, promotion, physical evidence and process. Banks are service institutions. I chose to study 3 banks in Qatar: Qatar National Bank, Qatar Islamic Bank, Masraf AlRayan, and have made comparisons between them to find out how efficiently these elements of the marketing mix have been implemented. I found that the marketing mix is well established in Qatar National Bank, and to a lesser extent in Qatar Islamic Bank and Masraf AlRayan respectively. That is because Qatar National Bank has a wide diversity in product, a numerous branches and ATMs, a successful
advertising strategy and attention to detail.

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