Offensive Marketing and Its Impact on Banking Performance
DOI:
https://doi.org/10.71207/ijas.v21i86.3303Keywords:
offensive marketing, digital marketing, banking performance, financial performance, balanced scorecardAbstract
The study aims to focus on the role of offensive marketing in improving banking performance. The study problem was represented by the weak adoption of modern marketing strategies, especially offensive marketing, which negatively affects the banks' ability to compete. The study relied on the descriptive analytical approach, and data was collected using a questionnaire. Confirmatory factor analysis and multiple linear regression were relied upon to measure the relationships of influence using statistical programs (SPSS V.25 & Amos V23). The study concluded that there is a significant impact between the elements of offensive marketing and improving banking performance. It recommended the necessity of Iraqi banks adopting more flexible and innovative offensive marketing strategies.
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Copyright (c) 2025 Sima Hassan Alshmmari, Jinan Mahdi Shahid, Hamid Mohsin Jadah
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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