TY  - JOUR
AB  - 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.
VL  - 6
IS  - 2
SN  - 0887-6045
DO  - 10.1108/08876049210035845
UR  - https://doi.org/10.1108/08876049210035845
AU  - Javalgi Rajshekhar G.
PY  - 1992
Y1  - 1992/01/01
TI  - Marketing Financial Services to Affluent Consumers
T2  - Journal of Services Marketing
PB  - MCB UP Ltd
SP  - 33
EP  - 44
Y2  - 2024/04/20
ER  -