This study focuses on a national sample of customers who used commercial bank products/services in Ghana. The results demonstrate that social and cultural influences are important determinants of marketing practices of banking institutions in Ghana. Although, societal leaders are critical of the...

As African countries strive toward economic development, they have had the need to borrow marketing knowhow from the developed countries as part of their tool-bag of development techniques. Although this is commendable, debate persists in the literature as to the applicability/relevance of...