The 'strategic posture' of banks depends partly on the competitive environment,
partly on its allocation of marketing resources. Strategic posture is determined
in the context of the strengths, limitations, and corporate objectives of the
bank. This paper presents different marketing strategies for bankers, suggesting
that the selection of appropriate strategy should be based on the internal
conditions and external forces facing the firm. The selected strategy should
then be implemented by a prudent marketing plan. If a bank's marketing strategy
is to be effective, due attention should be given to the marketing organizational
structure and its department responsibilities. Finally, the study suggests
several alternative criteria for evaluating the performance of the selected marketing
strategy. Dynamic conditions and strategic objectives should be continually
appraised in order that bankers might retain the market advantag
