The influx of new Russian immigrants to Israel is described withthe marketing challenge that it poses to Israeli banks. Some of thesalient characteristics of this wave of immigration are delineated aswell as the means employed by Israeli banks in the competition for newaccounts. Bank Hapoalims marketing strategy is described, includinginbranch activity, advertising and promotion aids. Some researchfindings from a survey among newly arrived Russian immigrants arereported. The article discusses some of the social problems facing thisnew immigration from Russia to Israel.
International Journal of Bank Marketing – Emerald Publishing
Published: Mar 1, 1991