Bank Marketing: Key Dimensions of the Bank Patronage Decision

There is some evidence that all over the world both the academicians and the managers of financial institutions are expressing interest in marketing as a legitimate banking activity. There are a number of factors which account for this global interest. One of the most significant is that over the past decade the demand of comsumers and businesses for banking services has literally exploded. As consumer's income increased and businesses grew, so did their demand for the variety of services offered by financial institutions.