Abstract:

“What helps people helps business.” Leo Burnett.

This paper investigates the implementation of the marketing concept thereby allowing entrenchment of marketing orientation in the service industry in Malawi. Of the service industry, banking was the focus in this study to see how marketing orientation and technology have enabled the implementation of the marketing concept. If businesses including banks are to be marketing oriented, they must implement fully the marketing concept. In doing so, they must have the marketers at the top table. This article aims to review the use and embracement of technology in banks to enhance its marketing orientation. The investigation was done through qualitative methodology where top-marketing executives in the banks participated in the study in depth interviews. Top marketing executives were interviewed using a discussion questionnaire to understand the organizations structure, technology in use and the level of involvement in decision-making. Data analysis made use of thematic grouping to gain the direction, behavior and practice in the banking industry to determine the level of marketing professionals’ engagement in decision-making and technological use in the same efforts that relate to marketing orientation and implementation of the marketing concept.

Generally, the banking industry does not have a fully-fledged and well-resourced marketing department that would effectively implement the marketing concept thereby being fully marketing oriented. Lack of resources both financial and human capital for marketing department is apparent in the banking sector.

Keywords: marketing orientation, marketing concept, banking technology, banking services.

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