The effect of brainstorming on the creative marketing of banking services; An analytical study of a number of the branches of the Iraqi Commercial Bank(TBI) in Baghdad
DOI:
https://doi.org/10.31272/jae.i127.112Keywords:
Brainstorming, Creative Marketing, banking services, creative marketing mixAbstract
The present study aims at identifying the effect of brainstorming on the creative marketing of banking services in its dimensions; creativity in a product, creativity in pricing, creativity in promotion, creativity in distribution, creative individuals, creativity in the physical evidence, and creativity in the process. This is done Through surveying and analyzing the opinions of 65 individuals of decision-makers and employees in the branches of the Iraqi Commercial Bank (TBI) in Baghdad using the questionnaire as the main tool to collect data and information from the researched sample whose answers were analyzed using The statistical program (spss v.25) in estimating the arithmetic mean, standard deviations, F- test, the relative importance, and the determination factor (R2). Several conclusions have been reached; brainstorming affects all dimensions of creative marketing of banking services from the point of view of the research sample. Several recommendations have been made; The key to the success and growth of banks is closely and directly related to the availability of human resources with distinct skills and mental capabilities in finding a huge amount of creative ideas. This leads to brainstorming becoming an essential and critical element for the creative marketing of banking services and competition in the Iraqi banking sector
Downloads
References
1. Al- Mubeedh, M. and Al-Tarawneh, M. (2011), Administrative Impact of Creative Behavior on Employees, of Workers in Jordanian Commercial Banks,Journal of Studies of Administrative Sciences, , Vol 2, No. 38,pp. 480-505.
2. Al-Abbasi, H. Al-Saffar, N. (2019), The Effect of Brainstorming Method on Gaining Practical Performance of Physical Exercises, Faculty of Basic Education Research Journal, Vol 15, No. 2,pp. 1247-1264.
3. Al-Hamdani, Alaa A. (2016), the innovative tourism marketing mixture, An entrance to gain the competitive advantage, an analytical study of the opinions of a sample of workers in five-star hotels in the city of Erbil, Tikrit Journal of Administrative and Economic Sciences, Tikrit University, Faculty of Administration and Economics, Vol. 12, No. 36, pp. 10-28.
4. Ali, A. (2018), Marketing and Banking Services, 2nd Edition, University Education House for Printing and Publishing, Alexandria, Egypt.
5. Al-Jubouri, J. (2005), the effect of brainstorming method on the achievement of fifth-grade students in Islamic Education, Journal of Faculty of Islamic Education, Vol 7, No. 45, pp. 360-386.
6. Al-Quraishi, A. (2018), The Brainstorming Method and Its Importance in Teaching Geography, Journal of Educational and Psychological Research, Baghdad University, Educational and Psychological Research Center, Issue: 59, pp. 109-135.
7. Al-Quraishi: A. (2018), The Brainstorming Method and Its Importance in Teaching Geography, Journal of Educational and Psychological Research / University of Baghdad, Vol 15, No. 59, pp. 109 - 135.
8. Al-Tamimi, A. (2012), Brainstorming and its Relationship with Mathematical Puzzles, Journal of Educational Studies, Vol 5, Issue 18, pp. 47- 100.
9. Al-Tamimi: M. (2018), the effectiveness of using brainstorming strategies and educational games in the achievement of middle-grade first-grade students with mathematics and their attitudes towards it, Adab Al-Farahidi Magazine, Issue (34), June 332-356.
10. Al-Ubaidi, B. and Al-Azzawi, S. (2010) Organizational Creativity and its Effects in Improving Product Quality. An analytical study of respondents working in the General Company for Electrical Industries / Journal of Administration and Economy, No. 84, 2010, No. 20848, pp. 208-20.
11. Besant , H. (2016), the origins of brainstorming, journal of transformational innovation , Vol .2 , Iss. 1 , summer , pp 1-2.
12. Dolan,R. (2002),marketing management : Text and Cases, McGraw-Hill ,Inc ,USA .
13. Fillis, I. and Rentschler, R. (2006),Creative Marketing An Extended Metaphor for Marketing in a New Age , 1st edition ,by PALGRAVE MACMILLAN , New York, USA .
14. Hassan, S. & Obaid, A. (2018)The role of the marketing and creative mixture, service design, an exploratory research in the corporation for communications, Iraqi Journal of Market Research and Consumer Behavior, Vol 10, No. 2, pp. 55-76.
15. Iman: M. (2016), The importance of brainstorming in the development of creative thinking / experimental study: Nidaa Algeria Center for Industrial Training, Institutional Qualification, Leadership Training and Human Resource Development, Biskra-, a Master Thesis, Department of Management Sciences, University of Muhammad Khader, Algeria .
16. Kamash, Y. and Hassan, A. (2018), Psychology of Learning and Teaching, Dar Al-Khaleej for Press and Publication, Amman, Jordan, 1st edition.
17. Kotler , P. (2006). Marketing Management. 12th edition, Upper Saddle River, New Jersey , U.S.A.
18. Krajowski, Le Ritzman: Larry B, and Malhotra: Manojie K, (2015), Operations / Operations Management and Supply Chain, 1st Edition, Arabic translation, Lebanon Library Publishers, Lebanon.
19. Najat, J. (2019), the results of scientific research on the effect of brainstorming strategy on educational situations, Pedagogical Journal, Vol 01, No. 01, pp. 103-116.
20. Omar, S.(2012), the effect of using the brainstorming approach in developing creative thinking and achievement in geography for students of the seventh in the northern Gaza Strip, a master’s thesis, Faculty of Education at Al-Azhar University in Gaza, Palestine.
21. Palmer, A. (2001) Principles of marketing services, 3rd edition,McGraw-Hill ,Inc ,USA .
22. Qaqaa, S. (2014), Marketing Innovation in the Economic Establishment. A Case Study of the Mobilis Foundation - Um Al-Bouaghi Agency, A Master Thesis in Commercial Sciences, Faculty of Economic Sciences, Commercial Sciences, and Management Sciences, Arabi Bin Mahdi University - Umm Al-Baqi, Republic of Algeria.
23. Rashid, N. and Kawthar, B. (2018), the effect of using brainstorming in rationalizing the professional judgment of the auditor to assess the continuity of the company, Kirkuk University Journal of Administrative and Economic Sciences, Vol 8, No. 2, pp. 462-507.
24. Rucker, M. (2017 ), A Critical Evaluation of the Influence of Creative Thinking on Marketing Creativity,Expert Journal of Marketing, Vol 5, Issue 1, pp.10-16.
25. Salman, H. (2018), the effect of brainstorming on expressive performance and creative thinking among students of the fifth literary class, Journal of Literature, Vol 1, Issue 128 (March), pp. 307-340.
26. Salman, H. (2019), The Impact of Brainstorming on Expressive Performance and Creative Thinking among 5th Literary Female Students, Literature Magazine, Issue: 128, March, pp. 307-340.
27. Seeber, I., Ronald, M., Gert-Jande, V., and Barbara, W. (2017), Beyond Brainstorming: Exploring Convergence in Teams ,Journal of Management Information Systems/ Vol. 34, No. 4, pp. 939–969.
28. Soleimani, A. (2007) Marketing Innovation and its Impact on Improving the Performance of the Institution. A Case Study of the Milbanah Al-Hudna Foundation in Messila, A Master Thesis in Management Sciences, University of Messila, Republic of Algeria.
29. Terkan, R. (2014), Importance of creative advertising and marketing according to university students’ perspective , international review of management and marketing , Vol.4 , no.3 , pp.239-246 .
30. Wadden, D. (2011), Marketing Creativity : the influence of personal and proximal work factors on creative activity , the marketing management Journal, Vol.21 , Issue.2 , pp.70-80 .
31. Zhang, T., yang, C. and Zhao , X. (2019), using improved brainstorm optimization algorithm for hardware / software partitioning ,journal of applied sciences , Vol .9.
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Journal of Administration and Economics
This work is licensed under a Creative Commons Attribution 4.0 International License.
The journal of Administration & Economics is an open- access journal that all contents are free of charge. Articles of this journal are licensed under the terms of the Creative Commons Attribution International Public License CC-BY 4.0 (https://creativecommons.org/licenses/by/4.0/legalcode) that licensees are unrestrictly allowedto search, download, share, distribute, print, or link to the full text of the articles, crawl them for indexing and reproduce any medium of the articles provided that they give the author(s) proper credits (citation). The journal allows the author(s) to retain the copyright of their published article.
Creative Commons-Attribution (BY) 
