Assessing The Leverage Effect Of E-marketing On Performance Of Commercial Banks

CHAPTER ONE 1.1 ... 1.2   STATEMENT OF PROBLEM Marketing is about identifying and meeting human needs profitably (Kotler and Keller, 2004). Making the right decision about change is not always easy, good marketing is no accident, but a result of careful planning and execution (Kotter and Keller, 2004). The influx of new banks in the later eighties and nineties, commonly referred to as the new generation banks, tilted the business of banking to focus more on customer expansion. To effectively achieve this, most of these new generational banks created opportunities more for the female marketer a…