Use this URL to cite or link to this record in EThOS: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.571529
Title: Global banks' marketing communication in Jordan : standardisation or adaptation : developing an effective integrated marketing communication model to target the Jordanian market : a study of global banks in Jordan
Author: Samawi, Jamil Nazih
Awarding Body: University of Huddersfield
Current Institution: University of Huddersfield
Date of Award: 2011
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Abstract:
This research is concerned with international Integrated Marketing Communications (IMC) by global banks targeting a Jordanian audience. The main research question addressed in this work is concerned with adaptation versus standardisation of international IMC by global banks. The aim of the research is to establish whether the standardised IMC approach is sufficiently effective when targeting Jordanian customers or whether adaptation of the IMC mix is necessary. A mixed methodological approach has been used consisting of qualitative in depth interviews and a more quantitatively based sample survey. Semistructured interviews were conducted with bank managers. Likewise, a survey instrument in the form of questionnaires were sent to the clients through bank management because of the confidentiality issues. The purpose of the research is to answer the standardisation versus adaptation question with the intention of deriving specific, operationally useful suggestions for IMC improvements for global banks operating in Jordan. The problems and weaknesses identified in current IMC policies used by global banks in Jordan are identified and suggestions for future marketing communications improvements made. These weaknesses and suggestions are integrated into a conceptual model. The managerial implications of adapting the suggestions made are examined and discussed. The weaknesses identified, suggestions made to overcome them and the managerial implications of implementation make an important and original contribution to the subject area from both a practical and conceptual point of view. The findings of the research strongly indicate that significant adaptation is required in order for the IMC approach by global banks to be effective. The findings should be specifically relevant to global banks operating in Jordan but may have relevance to other international companies from different sectors operating in or wishing to operate in Jordan.
Supervisor: Reynolds, Paul Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID: uk.bl.ethos.571529  DOI: Not available
Keywords: HF5601 Accounting ; HG Finance
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