Implementation of Marketing: A Study of Various‐Sized Banks
Abstract
The implementation of marketing among bank executives has been late and slow. In recent years, deregulation, and resultantly, a more competitive environment have motivated the retail banking industry to be exceedingly market oriented and to implement marketing more thoroughly. This study explores the implementation of marketing by various sized Indiana banks and its relation with net income levels of banks after two succeeding deregulation waves. Implications of findings for both public policy makers and bank executives are discussed.
Keywords
Citation
Kumcu, E. and Tunc, E. (1991), "Implementation of Marketing: A Study of Various‐Sized Banks", American Journal of Business, Vol. 6 No. 1, pp. 3-12. https://doi.org/10.1108/19355181199100001
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited