Bank Marketing – Myth or Reality?

1 June 1993

journal article
research article
Published by Emerald Publishing in International Journal of Bank Marketing

Vol. 11 (6) , 5-11
https://doi.org/10.1108/02652329310045701

Abstract

Widespread dissatisfaction with the services provided by commercial banks suggests that they have been less than successful in adopting the marketing concept. This article examines the nature of the marketing concept, its transferability to the domain of banking and its adoption by the AIB Group. However, this bank′s experience appears to be atypical, given numerous examples of customer dissatisfaction. There is a clear lack of marketing in both principle and practice in the UK banking system and one can only conclude that “Bank Marketing” is more myth than reality.

Keywords

This publication has 2 references indexed in Scilit:

Implementing a marketing action programme for AIB group
Long Range Planning, 1992
The myth of marketing in banking
Business Horizons, 1967