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Marketing Financial Services to Affluent Consumers

Rajshekhar G. Javalgi (Associate Professor of Marketing at Cleveland State University, Cleveland, Ohio. Dr. Javalgi received his Ph.D. in Marketing and Quantitative Methods from the University of Wisconsin‐Milwaukee. )

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 February 1992


Notes how marketing philosophy and practices have become increasingly important in the financial services industry. Uses a segmentation approach to understanding consumer satisfaction and dissatisfaction and choice behaviour in relation to affluence in the financial services market. Offers guidelines from this segmental approach for devising appropriate marketing strategies. Concludes that deregulation in the financial services industry has led to a lack of operation differentiation on several levels.



Javalgi, R.G. (1992), "Marketing Financial Services to Affluent Consumers", Journal of Services Marketing, Vol. 6 No. 2, pp. 33-44.




Copyright © 1992, MCB UP Limited