Marketing effectiveness of Islamic and conventional banks: evidence from Malaysia
The study aims to address marketing effectiveness of both Islamic banks and conventional banks (CBs) by using a modified “chain-of-effect” framework. Against current literature, which is based on customer surveys, reports do not include marketing activities by the Islamic banks (IB); this study adop...
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| Main Authors: | , , |
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| Format: | Book Section |
| Language: | English |
| Published: |
Palgrave Macmillan-Springer Nature
2017
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| Online Access: | http://psasir.upm.edu.my/id/eprint/63778/1/Marketing%20effectiveness%20of%20Islamic%20and%20conventional%20banks%20evidence%20from%20Malaysia.pdf http://psasir.upm.edu.my/id/eprint/63778/ |
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