Marketing financial services: a review note
- 1 January 1974
- journal article
- review article
- Published by Emerald Publishing in European Journal of Marketing
- Vol. 8 (1) , 83-88
- https://doi.org/10.1108/eum0000000005078
Abstract
Looks at the dilemma of practitioners and writers in service marketing-can an intangible service be marketed using the physical product marketer's techniques of research, pricing, etc. Aims to draw together the fragments of financial services marketing literature within the framework of a single source, hopefully creating a springboard for further research and long-term marketing planning.Keywords
This publication has 0 references indexed in Scilit: