The Role of the Branch Bank Manager in the Marketing of Bank Services

Places the branch bank manager in a central position in the business in respect of the marketing efficiency of the banks at the local level. States that recently increasing pressure has been brought to bear on the manager to carry out tasks not previously required of him/her. Posits that the manager is being encouraged to devote more of his time and energy towards a deeper understanding of and become more actively involved with his/her customers, existing or potential, but few managers understand or realise the full potential of their changing role. Sums up that managers lack knowledge of the principles of marketing and commitment to implementing the principles in practice. Identifies three reasons which underlie the lack of marketing orientation: motivation, ability and time, and says that banks need to move quickly to ensure that the individuals in these positions can speedily meet the challenge.