TY  - JOUR
AB  - Widespread dissatisfaction with the services provided by commercial
banks suggests that they have been less than successful in adopting the
marketing concept. This article examines the nature of the marketing
concept, its transferability to the domain of banking and its adoption
by the AIB Group. However, this bank′s experience appears to be
atypical, given numerous examples of customer dissatisfaction. There is
a clear lack of marketing in both principle and practice in the UK
banking system and one can only conclude that “Bank
Marketing” is more myth than reality.
VL  - 11
IS  - 6
SN  - 0265-2323
DO  - 10.1108/02652329310045701
UR  - https://doi.org/10.1108/02652329310045701
AU  - Baker Michael J.
PY  - 1993
Y1  - 1993/01/01
TI  - Bank Marketing – Myth or Reality?
T2  - International Journal of Bank Marketing
PB  - MCB UP Ltd
SP  - 5
EP  - 11
Y2  - 2024/09/19
ER  -