The Marketing of Financial Services in Tanzania: The challenges of the 1990s
Richard M Kavura (Principal, The Institute of Finance Management, Dar es Salaam)
Download Article | Published On 01/07/1992


In this presentation, we first explore the Tanzanian financial Marketing Scene in a bid to detennine its adequacy or inadequacy in the application of the marketing concept in institutions. The exploratory survey is achieved in Section Two of this paper. The following Section looks at what marketing and the marketing concept is. The aim here is to look at an "ideal" marketing philosophy and contrast it with the "practice" as seen in the preceding Section. Possible reasons for the failure of our banks 10 apply the marketing concept in their operations follows in Section Four, Section Five, then proceeds to justify the need for a marketing orientation of our financial institutions in general, and banks, in particular. Section Six then looks at the tools of marketing and their application in the marketing of financial services.

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