Abstract
Turkish banks are faced with an increasing but relatively over‐banked customer base, with changing savings and spending patterns, declining/slow‐growing markets, severely increasing costs, deregulation and serious competition. The bank's response has been sales‐oriented (traditionally promotion and branching) and the unco‐ordinated use of marketing mix tools has contributed to current problems. The adoption and implementation of a marketing philosophy aided by the new 1983 Banking Law which promises steady deregulation, restructuring of the banking industry, and the entrance of foreign banks to the domestic market, could help solve the short‐term, as well as the long‐term, problems.
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