Universal Marketing Myopia or Banks' Rational Behaviour? An Empirical Study of Bank Marketing in Turkey

Abstract

Changing conditions in the Turkish economy, including newly emerging spending and saving patterns, increasing competition, new legislative structure and a more liberal economic policy, should necessitate a new banking strategy. A research study of the entire Turkish commercial banking industry, aimed at client executive officer level, reveals lack of customer orientation and bank differentiation. Awareness of these problems should lead to increasing interest in marketing principles.

Citation

Kumcu, E. (1985), "Universal Marketing Myopia or Banks' Rational Behaviour? An Empirical Study of Bank Marketing in Turkey", International Journal of Bank Marketing, Vol. 3 No. 2, pp. 36-47. https://doi.org/10.1108/eb010753