An analysis of the impact of strategic marketing on the Profitability of Rural Banks – A Case Study of Dangme Bank
No Thumbnail Available
Date
2012
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The purpose of this study is to examine the factors that influence strategic marketing in relation to profitability in rural banking in Ghana. The research was conducted to see how management and employees follow strategic marketing programmes in delivering superior quality service to their customers and how customers view the service that they receive from the bank. Data was collected from primary and secondary sources. The research revealed that strategic marketing has an effect on the profitability of rural bank services; it revealed that Dangme Rural Bank was marketing oriented and were practicing strategic marketing very well. All employees and the management were conscious of strategic marketing process and activities.