ABSTRACT
This chapter concentrates on some of the marketing issues pertaining to retail banking. Banks consider themselves as very different from the rest of the commercial and industrial world, the marketing concept applies to them with perfect relevance. They are lucky in as much as they have all the experience of consumer and industrial marketing to draw upon. They can extract valuable lessons and creativity from the myriad of successful cases recorded in marketing textbooks and anthologies. The chapter emphasizes that have no intention of telling bankers how to run their affairs. It is a complex industry which requires a considerable amount of technical knowledge. The main barrier among bankers towards progress in this area is their own self-imposed resistance to accepting the full discipline of a fully-fledged and well integrated marketing function. The bank that will open its heart fully to the marketing concept with all its underlying principles will definitely be the star performer of the 1980s.
