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Analyse diagnostique du marketing mix d’une banque islamique Cas: la banque Al Baraka d’Algérie

Dr Asma BAHMED

Abstract: The application of an effective marketing mix is a vital condition to ensure the competitiveness of
any bank that is classical or Islamic. This article is the subject of a diagnostic analysis of the marketing
policy of an Islamic bank, performed in the back office. As a result, this diagnosis was consolidated in the
front office by a sample survey to the end customer in order to measure his level of satisfaction with his
banker Al Baraka of Algeria, followed by recommendations addressed to the marketing department of the
chosen bank. Finally, Al Baraka is positioning itself as the first partner bank in Algeria, offering products
and services in accordance with Islamic sharia law. It focuses primarily on improving its financial
performance, marketing remains in its preliminary stage of evolution.
Keywords: Marketing mix banking, Islamic bank, diagnosis, quantitative study, satisfaction customer.
Jel Classification Codes: M31, Z33, G21.