Marketing and Business Development

Abstract

The management practice of marketing, which can be defined as the identification of a target clientele, the development of specific products, and their pricing and distribution to the selected range of customers, is a relative newcomer to the field of banking in general and international banking in particular. In their traditional mode as described in Chapter 4, bankers considered themselves as purveyors of services required by customers and lenders of short-term funds to finance trade, at the request of such customers, on a virtually risk-free basis. Other international banks were collaborators and sources of useful business.