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This era, marked by the government's luminous hand of deregulation (defined as the act of removing regulations or restrictions from a specific entity), has expanded consumer options to the extent that commercial banking must now become an aggressively competing member of the financial services industry. In this new era, important marketing areas such as regulation, environment, product, competition in the market, and delivery of product can no longer be overlooked.
II. What is Marketing and Its Role in the Success of Financial Institutions?
What is marketing? According to the American Marketing Association, marketing is the "performance of business activities that direct the flow of goods and services from producer to consumer or user...
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