Personal Financial Services: Marketing Strategy Determination
Christine Ennew
(Institute of Financial Studies, University of Nottingham)
Mike Wright
(Institute of Financial Studies, University of Nottingham)
Trevor Watkins
(Business School, Oxford Polytechnic)
555
Abstract
The major issues in, and influences on, the determination of marketing strategy across the personal financial services sector are examined. Recent changes in the competitive environment emphasise the need to see banks in the context of the sector as a whole. New survey evidence is discussed which relates to the nature of marketing research, advertising strategy, distribution strategy and the use of information technology.
Keywords
Citation
Ennew, C., Wright, M. and Watkins, T. (1989), "Personal Financial Services: Marketing Strategy Determination", International Journal of Bank Marketing, Vol. 7 No. 6, pp. 3-8. https://doi.org/10.1108/02652328910132051
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited