TY  - JOUR
AB  - Traditionally, marketing in financial services had been a largely
tactical activity, concerned primarily with the advertising and selling
of existing products. With the growth in environmental turbulence which
characterized the 1980s the notion of marketing as a strategic activity
became increasingly important. The 1980s were, in many senses, an era of
expansion and diversification. However, many organizations
over‐stretched themselves in this period and the 1990s has seen many
organizations looking to refocus on core businesses.
VL  - 11
IS  - 6
SN  - 0265-2323
DO  - 10.1108/02652329310045710
UR  - https://doi.org/10.1108/02652329310045710
AU  - Ennew Christine T.
AU  - Wright Mike
AU  - Thwaites Des
PY  - 1993
Y1  - 1993/01/01
TI  - Strategic Marketing in Financial Services: Retrospect and
Prospect
T2  - International Journal of Bank Marketing
PB  - MCB UP Ltd
SP  - 12
EP  - 18
Y2  - 2024/09/22
ER  -