TY  - JOUR
AB  - There appears to be a common misconception within financial services
marketing that the field of sales promotion is somehow irrelevant.
Demonstrates that although some sales promotion tools are inappropriate
for financial services, there are others which offer considerable
opportunities for effective marketing communications. Focuses on one
promotional technique which has had an increasingly visible impact
within financial services in recent years – the promotional competition.
Uses a survey covering 57 competitions to demonstrate the extent, nature
and implications of their use to promote financial services.
VL  - 12
IS  - 6
SN  - 0265-2323
DO  - 10.1108/02652329410063232
UR  - https://doi.org/10.1108/02652329410063232
AU  - Peattie Sue
AU  - Peattie Ken
PY  - 1994
Y1  - 1994/01/01
TI  - Promoting Financial Services with Glittering Prizes
T2  - International Journal of Bank Marketing
PB  - MCB UP Ltd
SP  - 19
EP  - 29
Y2  - 2024/04/25
ER  -