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Implementation of Marketing: A Study of Various‐Sized Banks

Erdogan Kumcu (Ball State University)
Enar Tunc (Ball State University)

American Journal of Business

ISSN: 1935-5181

Article publication date: 22 April 1991


The implementation of marketing among bank executives has been late and slow. In recent years, deregulation, and resultantly, a more competitive environment have motivated the retail banking industry to be exceedingly market oriented and to implement marketing more thoroughly. This study explores the implementation of marketing by various sized Indiana banks and its relation with net income levels of banks after two succeeding deregulation waves. Implications of findings for both public policy makers and bank executives are discussed.



Kumcu, E. and Tunc, E. (1991), "Implementation of Marketing: A Study of Various‐Sized Banks", American Journal of Business, Vol. 6 No. 1, pp. 3-12.




Copyright © 1991, MCB UP Limited