Marketing Organisation in the UK Financial Services Industry
Nigel Piercy
(Cardiff Business School, University of Wales College of Cardiff)
Neil Morgan
(Cardiff Business School, University of Wales College of Cardiff)
310
Abstract
The emerging role of the formal marketing organisation in financial services companies in the UK is examined here. Using new survey data, the study demonstrates the existence of several different phototypical forms of marketing organisation in the financial services field and an attempt is made to link the form of marketing organisation to the strategic direction of financial services organisations.
Keywords
Citation
Piercy, N. and Morgan, N. (1989), "Marketing Organisation in the UK Financial Services Industry", International Journal of Bank Marketing, Vol. 7 No. 4, pp. 3-10. https://doi.org/10.1108/02652328910132006
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited