• Chapter 1 Introduction (11)
• 1 Chapter 1 (12)
  • 1.1 Introduction (12)
  • 1.2 Research Gaps (13)
  • 1.3 Research objective and questions (14)
• / (16)
• Chapter 2 Literature Review (17)
• 2 Literature Review (18)
  • 2.1 Introduction (18)
  • 2.2 Marketing (18)
  • 2.3 Integrated marketing (20)
  • 2.4 Marketing mix (20)
    • 2.4.1 Product (23)
    • 2.4.2 Price (24)
    • 2.4.3 Place (26)
    • 2.4.4 Promotion (28)
  • 2.5 Promotion Objectives (31)
    • 2.5.1 Informing (31)
    • 2.5.2 Persuading (32)
    • 2.5.3 Reminding (32)
  • 2.6 Promotion Methods (33)
    • 2.6.1 Personal selling (33)
    • 2.6.2 Mass selling (34)
      • 2.6.2.1 Advertising (35)
      • 2.6.2.2 Publicity (37)
    • 2.6.3 Sales promotion (38)
  • 2.7 Promotional strategies (42)
  • 2.8 Marketing Communication (42)
  • 2.9 Promotion and marketing communication tools’ effectiveness (46)
  • 2.10 Financial services (49)
  • 2.11 Promotion in financial services (51)
    • 2.11.1 Service Marketing (51)
    • 2.11.2 Financial Service Marketing (52)
• Chapter 3 Research Method (57)
• 3 Research Method (58)
  • 3.1 Methodology and research design (58)
  • 3.2 Research Objective (58)
  • 3.3 Research Strategy (59)
  • 3.4 Variables and Constructs (60)
  • 3.5 Sampling (61)
    • 3.5.1 Sample size (62)
    • 3.5.2 Sample member characteristics (64)
  • 3.6 Data collection (69)
    • 3.6.1 Qualitative data collection (70)
    • 3.6.2 Quantitative data collection (71)
  • 3.7 Scientific Approach (72)
    • 3.7.1 Exploratory Approach (72)
    • 3.7.2 Descriptive Approach (73)
    • 3.7.3 Explanatory Approach (73)
  • 3.8 Measurement (73)
    • 3.8.1 Evaluating Measurement Scale (74)
    • 3.8.2 Reliability (74)
    • 3.8.3 Validity (76)
      • 3.8.3.1 Content validity (76)
      • 3.8.3.2 Construct validity (76)
• Chapter 4 Data Analysis (78)
• 4 Data Analyses (79)
  • 4.1 Conceptual Model (79)
  • 4.2 Model statistical analysis (81)
• Chapter 5 Conclusion (96)
• 5 Conclusion (97)
  • 5.1 Preface (97)
  • 5.2 Results of the study (97)
  • 5.3 Research implication (100)
  • 5.4 Limitation (102)
  • 5.5 Future research (102)
• 6 References (103)
• Appendix A (108)