Strategic Marketing Practices: A Comparative Study of the Hong Kong Banking Industry

Abstract

Analyses the strategic marketing practices of the six major banking groups in Hong Kong. Details significant differences. Attributes these to the regulatory constraint which confines banks coming late to the wholesaling business. Wider application of marketing is still limited to the well‐established banks with a large retailing customer base. Hong Kong banking is generally perceived as a favourable location for exploring Asian businesses. Suggests that, in order to strengthen further the status of Hong Kong as an international financial and banking centre, a stable political environment and effective cost control programme are indispensable.

Citation

Chan Yee‐kwong, R. (1992), "Strategic Marketing Practices: A Comparative Study of the Hong Kong Banking Industry", International Journal of Bank Marketing, Vol. 10 No. 6, pp. 11-18. https://doi.org/10.1108/02652329210020312