Abstract:

In the current situation of intensified competition with other financial institutions it is in my view necessary to gear the bank's marketing approach to the needs of the customers - and focus on their many different needs. Success is reserved to those who are able to market themselves as service undertakings with a wide range of financial services and internal marketing and training that Impart to all the employees a customer oriented focus. In this process, information on the needs and wishes of the customers, and hence market analyses, is a necessary tool.