The Marketing of Banking Services

 The Marketing of Banking Services

NATURE OF MARKETING OF BANKING SERVICES –  To discuss the nature of marketing of bank services, it is necessary to define the term “marketing”, ‘bank’ and service. John Orjih (1998:74) defined marketing as a process by which the customer and the customers wants are clearly identified and understood and then satisfied by the benefits of the goods or services supplied by the organization. Again, the chartered institute of marketing defined marketing as the management process responsible for identifying, anticipating and satisfying consumers requirements profitably. Following the Oxford dictionary, “bank” is an organization that provides various financial services is the work that somebody does for an organization. [Read more…]