ANALYZING THE USES OF EVENT MARKETING STRATEGY AS THE EXPERIENTIAL MARKETING STRATEGY OF BANK: A STUDY ON A COMMERCIAL BANK LIMITED
Keywords:
Bank, Marketing Mix, Strategy.
Abstract
The study investigates is to analyze the uses of event marketing of a bank: A study on a commercial bank. To identify the uses of event marketing as experiential marketing in the banking sector is present in Bangladesh. It is clear that event marketing makes the bank more profitable than other advertising strategies because it can grasp client attention than other marketing strategies. Event marketing can increase loans more than other advertising strategies. Event marketing strategy is that given greater control over clients because it can grasp clients' minds with memorable experiences or promotional events. The findings of this study suggest that most government bank doesn’t pay more attention to event marketing. But private banks pay more attention to event marketing and experiential marketing and they are beneficial with this. So it can be that a combination of event marketing and experiential marketing is the best solution for any bank for chooses their marketing tools. In commercial bank limited they need to increase event marketing because the uses of events become increasing day by day. An event marketing strategy that has a big opportunity in Bangladesh. There is no potential risk of using event marketing in the bank.
JEL Classification Code: M30.
References
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Akhter, A., Karim, M. M. & Islam, K. M. A. (2021). The impact of emotional intelligence, employee empowerment and cultural intelligence on commercial bank employees’ job satisfaction. Banks and Bank Systems, 16(4), 11-21.
Ara, E., Akhter, A., & Hoque, M. A. (2015). Analyzing the Changes of Preference Factors of Billboard by the Gender, Age & Occupation of Customer: A Study on Dhaka City. AIUB Journal of Business and Economics, 12(1), 81-100.
Asheq, A. A., Tanchi, K., Kamruzzaman, M., & Karim, M. M. (2021). The impact of e-marketing orientation, technological orientation and learning capacity on online SME performance. Innovative Marketing, 17(3), 168-179.
Ali, M. C., Islam, K. A., Chung, S. J., Zayed, N. M., & Islam, K. M. A. (2021). The Correlation Between Job-Hopping Attitude And Turnover Behavior: A Job Satisfaction Perspective In Bangladesh. International Journal of Business and Management Future, 5(1), 14-26.
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Baqir, M., Hussain, S., Waseem, R., & Islam, K. M. A., (2020). Impact of Reward and Recognition, Supervisor Support on Employee Engagement. American International Journal of Business and Management Studies, 2(3), 8-21.
Batool, N., Hussain, S., Baqir, M., Islam, K. M. A., & Hanif, M. (2021). Role of HR Technology And Training For The Development Of Employees. International Journal of Business and Management Future, 5(1), 1-13.
Constantinides, E. (2006). The marketing mix revisited: towards the 21st century marketing. Journal of marketing management, 22(3-4), 407-438.
Cespedes, F. V., & Piercy, N. F. (1996). Implementing marketing strategy. Journal of Marketing Management, 12(1-3), 135-160.
Daniel, M. (2012). The uses of event marketing management strategies. Procedia - Social and Behavioral Sciences, 5409-5413.
Gupta, S. (2003). Event marketing: Issues and challenges. IIMB Management Review, 15(2), 87-96.
Greenley, G. E. (1989). An understanding of marketing strategy. European Journal of marketing, 23(8), 45-58.
Islam, K. M. A., & Bhuiyan, A. B. (2021). Determinants of the effectiveness of internal Shariah audit: Evidence from Islamic banks in Bangladesh. The Journal of Asian Finance, Economics, and Business, 8(2), 223-230.
Islam, K. M. A., & Barghouthi, O. A. (2017). Risk Management of Islamic Banking: An Islamic Perspective. International Journal of Islamic Banking and Finance Research, 1(1), 25-28.
Islam, K. M. A., & Miajee, M. R. K. (2018). Small and Medium Enterprises (SMEs) Financing in Bangladesh: A Review of Literature. International Journal of Small and Medium Enterprises, 1(1), 11-15.
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Islam, K. M. A. (2016b). Factors influencing consumers purchase decision: a case study of Pantene shampoo. Indian Journal of Science, 23(88), 910-923.
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Hossain, M. U. (2021). Relationship between Individual Characteristics and Social Entrepreneurial Intention: Evidence from Bangladesh. Business and Economics Research Journal, 12(2), 385-397.
Hossain, M. U., Arefin, M. S., & Yukongdi, V. (2021). Personality Traits, Social Self-Efficacy, Social Support, and Social Entrepreneurial Intention: The Moderating Role of Gender. Journal of Social Entrepreneurship, 1-21.
Islam, K. M. A. (2015). Throughput accounting: a case study. International Journal of Finance and Banking Research, 1(2), 19-23.
Islam, K. M. A., Alam, I., & Hossain, S. A. (2014). Examination of profitability between Islamic banks and conventional banks in Bangladesh: A comparative study. Research in Business and Management, 1(1), 78-89.
Islam, K. M. A., & Barghouthi, O. A. (2017). Risk Management of Islamic Banking: An Islamic Perspective. International Journal of Islamic Banking and Finance Research, 1(1), 25-28.
Islam, K. M. A., Sadekin, M. S., Rahman, M., Chowdhury, M., & Haque, A. (2021). The impact of Shariah supervisory board and Shariah audit committee on CSR adoption at Islamic banks. Journal of Asian Finance, Economics and Business (JAFEB), 8(3), 479-485.
Jahan, N., Ali, M. J., & Al Asheq, A. (2020). Examining the key determinants of customer satisfaction Internet banking services in Bangladesh. Academy of Strategic Management Journal, 19(1), 1-6.
Karim, M. M., Bhuiyan, M. Y. A., Nath, S. K. D., & Latif, W. B. (2021). Conceptual Framework of Recruitment and Selection Process. International Journal of Business and Social Research, 11(02), 18-25.
Kumar, B., Asheq, A. A., Rahaman, M., & Karim, M. M. (2019). Determinants of Social Media Marketing Adoption among SMEs: A Conceptual Framework. Academy of Marketing Studies Journal, 23(3), 1–6.
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4-29.
Sharif, A. M., & Karim, M. (2017). Influence of job analysis program on employees: a study on selected companies of Bangladesh. International Journal of Scientific and Engineering Research, 8(5), 1221-1225.
Tu, B., Bhowmik, R., Hasan, M., Asheq, A. A., Rahaman, M., & Chen, X. (2021). Graduate Students’ Behavioral Intention of toward Social Entrepreneurship: Role of Social Vision, Innovativeness, Social Proactiveness, and Risk Taking. Sustainability, 13(11), 6386.
Wohlfeil, M., & Whelan, S. (2006). Consumer motivations to participate in event-marketing strategies. Journal of Marketing Management, 22(5-6), 643-669.
Wood, E. H. (2009). Evaluating event marketing: experience or outcome?. Journal of Promotion Management, 15(1-2), 247-268.
Akhter, A., Hossain, M. U., & Asheq, A. A. (2020a). Influential factors of social entrepreneurial intention in Bangladesh. The Journal of Asian Finance, Economics, and Business, 7(8), 645-651.
Akhter, A., Asheq, A. A., Hossain, M. U., & Karim, M. K. (2020b). Exploring customer intentions to adopt mobile banking services: Evidence from a developing country. Banks and Bank Systems, 15(2), 105-116.
Akhter, A., Karim, M. M. & Islam, K. M. A. (2021). The impact of emotional intelligence, employee empowerment and cultural intelligence on commercial bank employees’ job satisfaction. Banks and Bank Systems, 16(4), 11-21.
Ara, E., Akhter, A., & Hoque, M. A. (2015). Analyzing the Changes of Preference Factors of Billboard by the Gender, Age & Occupation of Customer: A Study on Dhaka City. AIUB Journal of Business and Economics, 12(1), 81-100.
Asheq, A. A., Tanchi, K., Kamruzzaman, M., & Karim, M. M. (2021). The impact of e-marketing orientation, technological orientation and learning capacity on online SME performance. Innovative Marketing, 17(3), 168-179.
Ali, M. C., Islam, K. A., Chung, S. J., Zayed, N. M., & Islam, K. M. A. (2021). The Correlation Between Job-Hopping Attitude And Turnover Behavior: A Job Satisfaction Perspective In Bangladesh. International Journal of Business and Management Future, 5(1), 14-26.
Ali, M. C., Islam, K. M. A., Chung, S. J., Zayed, N. M., & Afrin, M. (2020). A Study of Green Human Resources Management (GHRM) and Green Creativity for Human Resources Professionals. International Journal of Business and Management Future, 4(2), 57-67.
Baqir, M., Hussain, S., Waseem, R., & Islam, K. M. A., (2020). Impact of Reward and Recognition, Supervisor Support on Employee Engagement. American International Journal of Business and Management Studies, 2(3), 8-21.
Batool, N., Hussain, S., Baqir, M., Islam, K. M. A., & Hanif, M. (2021). Role of HR Technology And Training For The Development Of Employees. International Journal of Business and Management Future, 5(1), 1-13.
Constantinides, E. (2006). The marketing mix revisited: towards the 21st century marketing. Journal of marketing management, 22(3-4), 407-438.
Cespedes, F. V., & Piercy, N. F. (1996). Implementing marketing strategy. Journal of Marketing Management, 12(1-3), 135-160.
Daniel, M. (2012). The uses of event marketing management strategies. Procedia - Social and Behavioral Sciences, 5409-5413.
Gupta, S. (2003). Event marketing: Issues and challenges. IIMB Management Review, 15(2), 87-96.
Greenley, G. E. (1989). An understanding of marketing strategy. European Journal of marketing, 23(8), 45-58.
Islam, K. M. A., & Bhuiyan, A. B. (2021). Determinants of the effectiveness of internal Shariah audit: Evidence from Islamic banks in Bangladesh. The Journal of Asian Finance, Economics, and Business, 8(2), 223-230.
Islam, K. M. A., & Barghouthi, O. A. (2017). Risk Management of Islamic Banking: An Islamic Perspective. International Journal of Islamic Banking and Finance Research, 1(1), 25-28.
Islam, K. M. A., & Miajee, M. R. K. (2018). Small and Medium Enterprises (SMEs) Financing in Bangladesh: A Review of Literature. International Journal of Small and Medium Enterprises, 1(1), 11-15.
Islam, K. M. A. (2016a). Financial Performance Comparison of Top Rated Banking Financial Institutions (BFIs) of Bangladesh. Indian Journal of Science, 23(85), 669-697.
Islam, K. M. A. (2016b). Factors influencing consumers purchase decision: a case study of Pantene shampoo. Indian Journal of Science, 23(88), 910-923.
Islam, K. M. A. (2016c). Corporate Governance: Conjecture and Modernism. Indian Journal of Science, 23(86), 798-817.
Islam, K. M. A., Alam, I., & Al-Amin, D. M. (2015). Foreign exchange operation of private commercial banks in Bangladesh: A case study on AB Bank Limited. International Journal of Innovative Research and Creative Technology, 1(3). 296-304.
Hossain, S. A., Islam, M. N., Mahmud, M. S., & Islam, K. M. A. (2017). Evaluation of Financial Performance of Commercial Banks in Bangladesh: Comparative Study Based on CAMEL Approach. The Millennium University Journal, 2(1), 54-77.
Hossain, M. U. (2021). Relationship between Individual Characteristics and Social Entrepreneurial Intention: Evidence from Bangladesh. Business and Economics Research Journal, 12(2), 385-397.
Hossain, M. U., Arefin, M. S., & Yukongdi, V. (2021). Personality Traits, Social Self-Efficacy, Social Support, and Social Entrepreneurial Intention: The Moderating Role of Gender. Journal of Social Entrepreneurship, 1-21.
Islam, K. M. A. (2015). Throughput accounting: a case study. International Journal of Finance and Banking Research, 1(2), 19-23.
Islam, K. M. A., Alam, I., & Hossain, S. A. (2014). Examination of profitability between Islamic banks and conventional banks in Bangladesh: A comparative study. Research in Business and Management, 1(1), 78-89.
Islam, K. M. A., & Barghouthi, O. A. (2017). Risk Management of Islamic Banking: An Islamic Perspective. International Journal of Islamic Banking and Finance Research, 1(1), 25-28.
Islam, K. M. A., Sadekin, M. S., Rahman, M., Chowdhury, M., & Haque, A. (2021). The impact of Shariah supervisory board and Shariah audit committee on CSR adoption at Islamic banks. Journal of Asian Finance, Economics and Business (JAFEB), 8(3), 479-485.
Jahan, N., Ali, M. J., & Al Asheq, A. (2020). Examining the key determinants of customer satisfaction Internet banking services in Bangladesh. Academy of Strategic Management Journal, 19(1), 1-6.
Karim, M. M., Bhuiyan, M. Y. A., Nath, S. K. D., & Latif, W. B. (2021). Conceptual Framework of Recruitment and Selection Process. International Journal of Business and Social Research, 11(02), 18-25.
Kumar, B., Asheq, A. A., Rahaman, M., & Karim, M. M. (2019). Determinants of Social Media Marketing Adoption among SMEs: A Conceptual Framework. Academy of Marketing Studies Journal, 23(3), 1–6.
Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4-29.
Sharif, A. M., & Karim, M. (2017). Influence of job analysis program on employees: a study on selected companies of Bangladesh. International Journal of Scientific and Engineering Research, 8(5), 1221-1225.
Tu, B., Bhowmik, R., Hasan, M., Asheq, A. A., Rahaman, M., & Chen, X. (2021). Graduate Students’ Behavioral Intention of toward Social Entrepreneurship: Role of Social Vision, Innovativeness, Social Proactiveness, and Risk Taking. Sustainability, 13(11), 6386.
Wohlfeil, M., & Whelan, S. (2006). Consumer motivations to participate in event-marketing strategies. Journal of Marketing Management, 22(5-6), 643-669.
Wood, E. H. (2009). Evaluating event marketing: experience or outcome?. Journal of Promotion Management, 15(1-2), 247-268.
Published
2022-02-01
How to Cite
Islam, A., Mamun, A. A., & Molla, M. R. (2022). ANALYZING THE USES OF EVENT MARKETING STRATEGY AS THE EXPERIENTIAL MARKETING STRATEGY OF BANK: A STUDY ON A COMMERCIAL BANK LIMITED. International Journal of Marketing Research Innovation, 6(1), 14-24. https://doi.org/10.46281/ijmri.v6i1.1581
Section
Research Paper/Theoretical Paper/Review Paper/Short Communication Paper
Copyright (c) 2022 Asraful Islam, Abdullah Al Mamun, Mijanur Rahman Molla
This work is licensed under a Creative Commons Attribution 4.0 International License.
