Marketing Strategy and Company Performance: A Discriminant Analysis in the Retail Financial Services Industry

Abstract

A report on the empirical findings of a research project examining the marketing practices, strategies and organisational characteristics of a sample of 23 banks and other companies in the UK retail financial services market. The better performing companies, which were identified by peer admiration, could be distinguished from the less successful companies by wealthier customers and greater skill at controlling the costs of supplying their services. The implications of these findings for banks and other financial companies are discussed.

Citation

Speed, R. and Smith, G. (1991), "Marketing Strategy and Company Performance: A Discriminant Analysis in the Retail Financial Services Industry", International Journal of Bank Marketing, Vol. 9 No. 3, pp. 25-31. https://doi.org/10.1108/02652329110140239