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- W2531048948 abstract "There are no clear-cut lines of demarcation between marketing and core banking functions. Marketing permeates virtually all banking activities and possibilities. It influences and is influenced by across-the-board demands of contemporary banking. It wields immense influence on and in determining overall performance of a bank. Mostly the influence is positive—as in attracting, satisfying, and retaining a large pool of profitable accounts. That way, gain from marketing is optimized at the least possible risk and cost. The contrary is instructive. Marketing, on occasion, skews a bank’s approach to risk management. Incidentally, marketing could be a safe haven for banking risks. Yet a bank would be in a mess if it doesn’t have effective marketing programs. This is the paradox that I explore—discussing, in doing so, how to optimize marketing while taming its excess. The unpalatable truth and irony is that the excess is shrouded in subtlety." @default.
- W2531048948 created "2016-10-21" @default.
- W2531048948 creator A5047115998 @default.
- W2531048948 date "2016-01-01" @default.
- W2531048948 modified "2023-09-23" @default.
- W2531048948 title "Bank Marketing Paradox and Risks Management in Developing Economies" @default.
- W2531048948 cites W2326087731 @default.
- W2531048948 doi "https://doi.org/10.1016/b978-0-12-805479-6.00006-7" @default.
- W2531048948 hasPublicationYear "2016" @default.
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