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The Influence of Environmental Change on the Marketing Practices of Building Societies

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 December 1990

Abstract

The marketing environment for the financial services industry in the UK is experiencing a period of rapid change. How building societies are preparing to meet the demands of the 1990s is shown by examining the level to which the marketing concept has been adopted, and the extent to which various marketing techniques are being used. Based on empirical findings, it was determined that major differences exist among building societies in their approaches to marketing. This is particularly evident in comparisons between larger and smaller societies.

Keywords

Citation

Edgett, S. and Thwaites, D. (1990), "The Influence of Environmental Change on the Marketing Practices of Building Societies", European Journal of Marketing, Vol. 24 No. 12, pp. 35-47. https://doi.org/10.1108/03090569010136881

Publisher

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MCB UP Ltd

Copyright © 1990, MCB UP Limited