CREATIVITY IN BANKING SERVICE MARKETING: A CASE STUDY IN A GROUP OF IRAQI BANKS

Abstract

The study aims to identify the role of marketing and innovation in the banking sector in Iraq. The Iraqi financial sector is fully equipped with banks and has an aggressive and competitive environment, in this case,the beginner's place has made it difficult to survive. Therefore, this study assesses Iraq's environment with the help of pest (political, economic, social and technological) and Porter's Five Forces analysis to understand the market environment and demands. The study is based on a theoretical framework because we are unable to obtain raw data from the subject , so the study covers a detailed review of the literature that defines the current situation of Iraq. The final results are useful for new investors wishing to invest in the Iraqi banking sector and also for bank regulators. The study seeks to obtain a deeper understanding of the ways in which banks are improving their competitive positions through the development of innovative electronic banking services and the use of a new technical strategy in the banking sector. The aim of this chapter is to provide a clear idea of the main issue that is of interest to this research and why it is important for the study. In the first place, the introduction is supposed to show motivation under the importance of the topic. Thereafter , the problem statement and the purpose of the study are provided. The research structure is then included.