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PurposeThe purpose of this paper is to examine empirically the effects of investments by US banks in advertising and promotion on their performance in the areas of profits and market share.Design/methodology/approachThe model presented in the paper is motivated by the theory of the profit function. We estimate a base model with a fixed‐effects panel including an AR(1) disturbance over the period 2002‐2006. To test for selection bias, we also estimate a Heckman model.FindingsIt is found that bank profits and market share increase significantly with increased spending on advertising and promotion. Also, significant evidence is found of increasing returns to scale in this type of marketing expenditure. It is also found that increased expenditures on branching result in higher profits and increased market share, but without scale effects. The results are robust, the inclusion of variables is not suggested by profit function theory and corrected for prospective selection bias.Originality/valueThe extant literature does not include research on the effectiveness of bank marketing from the viewpoint of its impact on profit performance. The findings should be of interest to academics in finance and marketing and to banking practitioners.

Die anhaltende Diskussion um die außerakademische Relevanz der Sozialwissenschaften bildet den Ausgangspunkt des Autors, vor dem Hintergrund eigener Erfahrungen in der betrieblichen Sparkassenpraxis die Verwendung sozialwissenschaftlichen Wissens in der Sparkassenpraxis zu untersuchen. Er geht im Rahmen einer Diskurs- und Dokumentenanalyse der Frage nach, ob und inwieweit sozialwissenschaftliches Wissen innerhalb der bundesdeutschen Sparkassenorganisation rezipiert und verwendet wird. Die Sparkassenorganisation soll in dieser Weise erstmals für die sozialwissenschaftliche Verwendungsforschung erschlossen werden. Obwohl die öffentlich-rechtlichen Sparkassen zusammen mit den Girozentralen / Landesbanken gemessen am Marktanteil und der Zahl der Mitarbeiter die größte Gruppe im deutschen Kreditgewerbe darstellt, liegen bisher keine soziologischen Untersuchungen zum Sparkassenwesen vor. Der Autor skizziert zunächst die Entstehung des sparkasseninternen Aus- und Fortbildungswesens sowie der Werbe-, Marketing- und Kommunikationsarbeit. Er zeigt anschließend die institutionellen Besonderheiten der Sparkassen in Deutschland auf und verdeutlicht am Beispiel der sogenannten "Standort: hier"-Kampagne die Herkunft und Verwendung sozialwissenschaftlichen Wissens innerhalb der Sparkassenorganisation. (ICI2)

Purpose
The purpose of this paper is to explore the banking experiences and awareness of marketing efforts of banks among youth in mainland China.


Design/methodology/approach
Four focus-group interviews were conducted. A convenience sample of 26 participants aged 17 to 20 years was recruited in Laiwu, Shandong, a medium-sized city in China. They were asked to report experiences that could illustrate good and bad banking services. They were also asked to recall bank marketing promotions.


Findings
Participants' perceived service quality of banks was determined by staff attitude, service delivery, physical environment and comparison of user experience. The marketing communication activities they recalled most frequently included product placements, advertising slogans, entertaining commercials and co-branding with online games.


Research limitations/implications
The findings were based on a non-probability sample. The study also did not differentiate between personal experience and indirect experience with family and friends. Similar studies can be conducted in large cities or in rural China to compare banking experiences in different social economic settings. Further studies can be designed using quantitative methodology to measure the importance of various factors in influencing perceptions of service quality. Online banking experience can also be studied in the future.


Practical implications
Banks in China can enhance their competitiveness and brand reputation through raising the professionalism of their front-line staff, improving efficiency and transparency and streamlining the service process. Banks can make contacts with youth through offline and online promotional activities, such as co-branding with popular online games.


Originality/value
This is the first study on banking services among youth conducted in a medium-sized city in China.

Abstract: Marketing is a significant aspect to increase consumer trust. Hence, it is essential to educate the consumer with the lesson of the importance of syarî'ah products concerning the marketing aspects. In fact, many banks serves the customer with syariah service in Indonesia. The basic concept of spiritual marketing is the managements of creation, taste, heart and work (the implementation). Those concepts are under the guidence of faith integrity, obidience, and loyality to Allâh swt. The key of ethics and moral of business is truly placed on the doers. A Muslim busines manager must hold tightly the ethic and moral of business that cope –khusn al-huluq, trusty, dan tolerant. There are three marketing strategies of syariah banking; marker driven strategic, viral marketing way, and fish net strategy. Element of mega marketing that had been intruduced by Rasûlullâh since the fifteenth century, and now can be adopted to any kinds of businesses including syariah banking. Key Words: Marketing, Marketer, dan Mega Marketing

Niniejszy artykuł ma na celu analizę wykorzystania i wdrożenia zasad marketingu w działalności bankowej. Obejmuje analizę istoty świadczenia usług i rynku usług finansowych, zasad marketingu bankowego oraz kształtowania instrumentów marketingowych w bankach. Ponadto zawiera przykłady wdrożenia i wykorzystania zasad marketingowych w wybranych bankach. Konieczność stosowania zasad marketingu w działalności banków wynika ze zmian, które zaszły w ciągu ostatnich kilkudziesięciu lat na rynku usług bankowych i w otoczeniu instytucji finansowych. Rynki finansowe stanowią nieodłączny element każdej gospodarki, a także rynki towarów konsumpcyjnych, towarów wytwarzanych i zasobów. Angażują się w proces przepływu funduszy i produktów.