International Association of Engineering and Management Education (IAEME)
Bank marketing in general and Customer Relationship Management (CRM) in particular are of vital importance for banks, particularly in the current context when banks are facing tough competition from other agencies, both local and foreign, that offer value-added services. The role of marketing in the banking industry continues to change. For many years the primary focus of bank marketing was public relations. Then the focus shifted to advertising and sales promotion. That was followed by focus on the development of a sales culture.