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Marketing Strategy of Islamic Banks

The following paper from KLBS was presented in May 2005 at the International Seminar on Enhancing Competitive Advantage on Islamic Financial Institutions in Jakarta. The study highlights how the new Islamic banks in the Malaysian market (and the new Islamic windows of conventional banks) have exhibited a much more aggressive marketing strategy than their established counterparts. It goes on to specify key elements such as product placement, pricing & promotion, distribution channeles, etc.

by Professor Sudin Haron and Dr Wan Nursofiza Wan Azmi
KLBS - Working Paper Series 006
May 2005


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