The Impact of Operational Efficiency and Offensive Marketing Strategy on Banking Profits Using the Dupont Model

Purpose: aims of the study is to measure the operational efficiency of banks and the profit indicators represented by the ratio of return on assets and return on equity, and correlation relationship between the research sample bank's use of an offensive marketing strategy and its impact on increasing profits   Theoretical framework: formulate an offensive marketing strategy and to show its impact on increasing profits for the National Bank of Iraq.   Design/methodology/approach: The sample study are private commercial banks operating within the Iraqi banking environment. Finance and for a financial series (5) years, where the DuPont mathematical model was applied to the bank’s data and results were analyzed to formulate an offensive marketing strategy with the aim of increasing profits, then supported it with a questionnaire containing questions prepared for this purpose and directed to the employees of the National Bank of Iraq (managers, department heads, employees)   Findings: the results indicate there is a clear decrease in the asset benefit of the bank, which is a weak indicator of investment, due to the bank’s focus on guaranteed investment formulas, and the bank does not use the research sample for leverage (equity financing) if it needs to expand the financing of the granted loans,   Research, Practical & Social implications: the results can help the banking in Iraq to build an offensive marketing strategy with the aim of increasing profits, which allows the possibility of investing in them by marketing expansion throughout Iraq.   Originality/value: Formulating an offensive marketing strategy as an independent variable and its statistical impact on increasing profits