دور التخطيط التسويقي في زيادة الحصة السوقية :دراسة حالة: بنك فيصل الإسلامي

Abstract

The objective of this research was to identify the role of marketing planning in increasing market share. The problem of research lied that there are some shortcomings in some contemporary companies in adopting models of effective operation, which has negatively impacted on increasing their market share. This is due to their failure in following proper marketing planning, in addition to their not entrenching the culture of participation in the marketing planning process ,and not providing the necessary environment , The research hypotheses stood on practical methods in the process of marketing planning that lead to increasing the market share. Also, the culture of participation in the marketing planning process leads to increasing the market share, as well as providing the appropriate environment for the marketing planning process. The study adopted the historical, the analytical descriptive Methodologies and case study. The research reach to a number of findings , the most important of which was that Faisal Islamic Bank is keen to use advanced technologies in the process of continuous marketing planning, as well as the Bank's commitment to quality standards which helped it increase its market share, also employees led to their developed performance The findings of the research were highlighted by the recommendations that Faisal Islamic Bank is to ensure that the Bank continues to use advanced technologies in the process of continuous marketing planning and to ensure that the Bank complies with quality standards to help it increase its market share, also stress on training employees so as to develop their performance.