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

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.

Citation

Deng, S., Moutinho, L. and Meidan, A. (1991), "Bank Branch Managers in a Marketing Era: Their Roles and Functions in a Marketing Era", International Journal of Bank Marketing, Vol. 9 No. 3, pp. 32-38. https://doi.org/10.1108/02652329110143704