The marketing of Islamic banking services, with particular reference to Faisal Islamic Bank, Sudan (Ph.D. Thesis)

This thesis examines how Islamic banks implement marketing concepts, their attitudes towards marketing principles, and how Islamic banks compare with Western banks in these regards. This study finds that Western banks are more apt to employ more deeply developed marketing strategies than Islamic banks. Islamic institutions tended to focus their marketing schemes on highlighting the social responsibility principles to which they adhere, a strategy less often utilized by western banks. The second part of this thesis outlines and examines in depth the operations of the Faisal Islamic Bank of Sudan, then offers policy recommendations on marketing concepts. The results of this study and strategies offered should be easily adaptable to other Islamic banks.