The influx of new Russian immigrants to Israel is described with the marketing challenge that it poses to Israeli banks. Some of the salient characteristics of this wave of immigration are delineated as well as the means employed by Israeli banks in the competition for new accounts. Bank Hapoalim′s marketing strategy is described, including in‐branch activity, advertising and promotion aids. Some research findings from a survey among newly arrived Russian immigrants are reported. The article discusses some of the social problems facing this new immigration from Russia to Israel.
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