TY  - JOUR
T1  - The Role of Marketing Creativity and Innovation in Achieving Competitive Advantage for Banks
AU - Quporsi, Tareq 
JO  - International Business Management
VL  - 4
IS  - 2
SP  - 53
EP  - 56
PY  - 2010
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2010.53.56
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2010.53.56
KW  - marketing mix for services
KW  -banking innovation and creativity
KW  -competitive advantage
KW  -Marketing innovation and creativity
KW  -management’s perception
KW  -client’s perception
AB  - Marketing innovation and creativity requires organizations to continuously search for the development of its products and services in order to achieve new gains for its clients and fulfill their needs and requirements; a model is proposed to illustrate the role of marketing innovation and creativity in achieving competitive advantage for Jordanian banks. The results of the study shows that the independent variables (Marketing Innovation and Creativity) which were tested through the hypothesis and illustrated in the model plays a major role in achieving competitive advantage. The study shows the innovation and creativity are crucial in organizations success. The study concluded that through marketing innovation and creativity, Jordanian banks can improve their businesses and achieve competitive advantage.
ER  -