Bank Branch Managers in a Marketing Era: Their Roles and Functions in a Marketing Era

1 March 1991

journal article
Published by Emerald Publishing in International Journal of Bank Marketing

Vol. 9 (3) , 32-38
https://doi.org/10.1108/02652329110143704

Abstract

In today′s world businesses function in a marketing environment. The banking industry is no exception. However, the changing world situation always requires bankers to reassess their strategies in order to stay competitive. As part of the banking establishment, bank branch managers play a very important role. This article examines the new roles and functions of bank branch managers through their own experiences in this ever‐changing marketing environment. The research results shed some new light on how to successfully manage these full‐service branch offices in today′s marketing era.

Keywords

MARKETING ENVIRONMENT

This publication has 3 references indexed in Scilit:

Re-designing bank service systems for effective marketing
Long Range Planning, 1988
Strategic challenges for banks in Europe
European Management Journal, 1987
Information technology in banking
Long Range Planning, 1983