Strategic Issues for Financial Services Marketing
- 1 February 1987
- journal article
- Published by Emerald Publishing in International Journal of Bank Marketing
- Vol. 5 (2) , 5-19
- https://doi.org/10.1108/eb010801
Abstract
The strategic issues for financial services marketing based on findings from surveys carried out by Arthur Andersen in the United States, among leading organisations providing financial services are discussed. The forces driving change in banking, insurance and securities, likely future trends and strategies, and what they mean to the marketing professional, are examined, together with the implications for market segmentation, product development and delivery channels.Keywords
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