Abstract:

The paper seeks to establish a link between research and advertising, communication and training as they relate to the marketing mix of activities. It indicates that selling is the vital link which provides profit. To that background the functions of communicating information to staff and their training are examined. The paper considers the changing environment in which clearing banks in the United Kingdom now operate and what the role of staff is within that change. The need for communication to the staff and the systems which can be adopted are outlined together with effective methods of training. Individual branch requirements are taken into account and methods of in-branch training arc looked at in line with centrally based courses. Within the topic of business development, the three areas of Service Knowledge, Opportunity Recognition and Presentational Skills are considered. The paper concludes by considering future aspects and developments in the systems for communication and training.