The Use of Marketing Communication Tools by the Palestinian Banking Systems: A Descriptive Field Study

Abstract

The main aim of this research is to explore the extent to which tools of

Marketing Communication– Mix are used by Palestinian Banking System.

The paper also aims at identifying the differences in the use of the Marketing–

Communication– Mix attributed to variables such as: bank origin, capital,

and promotional budget. To achieve this purpose, the descriptive research

methodology was employed where a questionnaire was prepared in

accordance with likert– 5– scale system. The questionnaire was distributed

to all bank managers responsible directly for promoting bank's services (36

managers). The paper came up with a main conclusion that the most used

tool of marketing communication is public relations followed by Advertising,

Demand Promotion, and finally the Direct and Electronic Marketing. The

study recommended the necessity of widening the use of direct and electronic

marketing, and enhansing the promotional budgets specially for the small

banks.

The study also stressed the necessity of achieving integration among

various marketing communication tools.