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Details van artikel 2 van 8 gevonden artikelen
| Titel: |
An Evaluation of Marketing Practices in Banks in Ghana |
| Auteur: |
Owusu-Frimpong, N. |
| Verschenen in: |
Journal of African business |
| Paginering: | Jaargang 2 (2001) nr. 3 pagina's 75-91 |
| Jaar: |
2001-09-01 |
| Inhoud: |
This study ascertains the extent to which the marketing concept has been adopted and implemented by banks in Ghana. It addresses a gap in an area that is currently under researched and provides insight into the banking services industry in a developing country. All sixteen licensed banks in Ghana were included in this study. The data was collected through in-depth interviews and self completed questionnaires. The results suggest that marketing departments in the banks are organised mainly within headquarters and headed by marketing and advertising/public relations managers. The marketing activities in the banks are associated with the stage where marketing orientation is perceived as advertising and public relations. There is a partial lack of marketing culture in the banks. The total and formal acceptance and understanding of the marketing concept is at an embryonic stage in the evolutionary process. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
Details van artikel 2 van 8 gevonden artikelen
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