Business, Management and Accounting
8 years ago

Strategic marketing boosts profitability for rural banks in Ghana.

International Journal of Marketing Studies
An Analysis of the Impact of Strategic Marketing on Profitability of Rural Banks – A Case Study of Dangme Bank
George Kofi Amoako, Kwasi Dartey‐Baah

Paper Summary

The study looked at how strategic marketing affects the profitability of rural banks in Ghana, focusing on Dangme Bank. They found that Dangme Bank practices strategic marketing well, leading to better services for customers and increased profitability. Employees and management at the bank are aware of the importance of strategic marketing in delivering quality service.

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