مجلة الإقتصاد و المجتمع
Volume 6, Numéro 6, Pages 21-35

Marketing Strategy For New Banking Services And Products And Its Effects On The Stockholders Equity. [case Study: Arab Bank Through Shabab Product]

Authors : Areiqat Ahmad . Al-zeer Naim . Al-zaml Ahmed .

Abstract

This study aims to discern the impact of creating and triggering new Banking Products and Services on the shareholders equity. The researcher selected Shabab Product that provided by the Arab Bank of Jordan in 2005. The Bank had implement an advanced marketing strategy to market this product for the Jordanian Citizens who are between 18-35 years. The results of the study were that, the shareholder equity increased in the end of 2005, and the net income also has increase.

Keywords

Marketing strategy, Bank, Shareholders