By Qaiser Imtiaz & Mohammad Shahid
Abstract
The study attempts to gauge the bankers competency in context with marketing strategies employed in the Islamic banking industry of Pakistan. The research was conducted in Islamic banks to analyse the views of employees about marketing practices (product, price, place, promotion and people) of Islamic banking, working experience and the training provided in Islamic banks in Pakistan. The research was confined to the employees of Islamic banks. The analysis would strengthen the knowledge related to marketing strategies. It was found out their less and more experienced employees have the potential in diverse kind of marketing practices. More experienced employees have a vast experience with relevance to marketing strategies. It is recommended that Islamic banking system standardize the marketing practices as per Islamic principles. Staff development programs would be designed to enhance the professional competence of employees.
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