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

George K. Amoako, Kwasi Dartey-Baah

Abstract


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.


Full Text: PDF DOI: 10.5539/ijms.v4n2p150

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the 'ccsenet.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.