Some Observations on Analytical Marketing in Banking Research and Practice

Abstract

Some Observations on Analytical Marketing in Banking Research and Practice

The structure of banking ıs changing rapıdly due as much to the use of aggressive marketing techniques by banks as to financial reform and technological innovation. This paper explores why this new aggressive attitude has come to the fore and then illustrates how changing operations technology is going to require even greater emphasis on marketing tactics in the future. Increased sophistication as regards the use of operations research and other highly analytıcal approaches to problem solving is suggested as one of the main vehicles for obtaining greater efficiency in marketing. Illustration of the application of such tools to three areas of management decision-making, competitive bidding for deposits, placement of facilities and increasing the efficienty of business development personel, is given.