Globalisation of Banks: An Integrative Statement

Abstract

Globalisation is at work in banking in the face of declining/saturated demand at home as well as heavy competition, To face up to the challenges of the internationalisation process banks of all sizes and from different countries should deal with long‐term issues. Banks are no longer in the business of buying and selling money but that of offering complete financial services to the banking public For marketing policy‐making purposes it is necessary to study whether the bank can provide the needed/required banking services to its varying target markets and whether the bank's available resources can match the current needs and expectations of clients. It is important for global banks interested in serving their customers on a world scale to structure their marketing decision variables in such a way as to be effective in their global operations and bank‐client relationships. Some discussion of the other articles in this issue is given in relation to integrated global marketing strategy.

Citation

Kaynak, E. (1986), "Globalisation of Banks: An Integrative Statement", International Journal of Bank Marketing, Vol. 4 No. 3, pp. 3-8. https://doi.org/10.1108/eb010779