An Analysis of the Impact of Strategic Marketing on Profitability of Rural Banks – A Case Study of Dangme Bank | Zendy

George Kofi Amoako | Zendy; Kwasi DarteyBaah | Zendy

AI Assistant Blog Pricing

Home ZAIA Blog

Open Access

An Analysis of the Impact of Strategic Marketing on Profitability of Rural Banks – A Case Study of Dangme Bank

Author(s) -

George Kofi Amoako,

Kwasi DarteyBaah

Publication year - 2012

Publication title -

international journal of marketing studies

Language(s) - English

Resource type - Journals

eISSN - 1918-7203

pISSN - 1918-719X

DOI - 10.5539/ijms.v4n2p150

Subject(s) - business , marketing , profitability index , marketing management , profit impact of marketing strategy , marketing strategy , marketing research , service quality , quality (philosophy) , return on marketing investment , relationship marketing , service (business) , finance , philosophy , epistemology

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.

The content you want is available to Zendy users.

Already have an account? Click here to sign in.

Having issues? You can contact us here

Accelerating Research