Marketing of Financial Services in a Developing Country: The Malaysian Experience

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Abstract
The focus here is on marketing techniques employed by banks in developing countries with special emphasis on Malaysia. It is observed that the banks use highly specialised forms of marketing techniques. They have generally expanded their operations to previously “unbanked” areas and have sought to extend and improve the banking habits of the people. Overall, the marketing activities have been rather successful, as the growth of deposits and loans has been rapid.

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