Abstract Marketing considered as one of the knowledge that is gradually finding its true status. In this regard, attention to promotional activities is particular importance. Planning for promotion mix in organizations is based on factors such as market characteristics, target customers, and other things. In this study, we tried to identify and rank the effective promotion mix in increasing the market share in... Marketing considered as one of the knowledge that is gradually finding its true status. In this regard, attention to promotional activities is particular importance. Planning for promotion mix in organizations is based on factors such as market characteristics, target customers, and other things. In this study, we tried to identify and rank the effective promotion mix in increasing the market share in private banking. This study is practical in terms of survey method. The statistical society of this study is all the experts and directors in the field of marketing and spatial domain of this study is Middle East bank, Saderat and Eghtesad Novin banks. In the present study, the Kolmogorov-Smirnov test was used to examine the normal distribution of the sample, and a single-sample T test was used to test the mean of the community. To evaluate the effect of each promotional mix methods, a binomial test was used and for ranking Friedman test. Based on the results of this study, personal sales have the most impact on increasing the market share in private banking. Among the different methods of sales, personal sales or one by oneis ranked the first place and demos less than 15 is the next. The order of other promotional elements is based on the following: sales promotion, direct marketing, public relations and, finally, advertising. Read More Read Less

Abstract The paper analyses 2195 research papers published in 35 years is distributed into 3 blocks, in analysis communication channels and calculates RGR & DT. Shows that most of papers have published in collaboration of 2 to 5 authors. Paper calculates authorship pattern of contributors. Dominance factors of 44 authors with 10 or more papers have been calculated. Concludes with high collaboration... The paper analyses 2195 research papers published in 35 years is distributed into 3 blocks, in analysis communication channels and calculates RGR & DT. Shows that most of papers have published in collaboration of 2 to 5 authors. Paper calculates authorship pattern of contributors. Dominance factors of 44 authors with 10 or more papers have been calculated. Concludes with high collaboration pattern and variable dominance factors. Read More Read Less