The study aims at addressing marketing effectiveness of both Islamic banks and conventional banks by using a modified "chain-of-effect" framework. Against the current literature, which, based on the customer survey, reports lack of marketing activities by the Islamic banks, the study undertakes a bank perspective to explore the Islamic bank's behavior in this regard. Applying fixed effect panel regression on the quarterly data of ten banks (five Islamic & five conventional) in Malaysia, the study aims at exploring the influence of the marketing efforts on performance (both financial & non-financial) and if such relation varies by the type of banks in Malaysia.