Product management and the marketing of financial services

Abstract

One of the most important developments in banking is the increased emphasis on marketing a wide array of financial services. This emphasis has led to the adoption of the product management system in one form or another by many large, full‐service commercial banks. The transition to a product management system has required banks to change how they organize and manage their operations. Examines several of the major challenges and issues faced by product managers in the banking environment, namely, the identification of the product managers’ task responsibilities; the role of organizational support in facilitating product management; the influence of organizational culture; and the impact of power and conflict on product managers and the product management system. Also examines how product managers assess their job performance, work satisfaction, and the performance of the overall product management system in their bank. Develops directions for future research as well as several managerial recommendations to improve product management performance in banking.

Citation

Strieter, J., Gupta, A.K., Raj, S.P. and Wilemon, D. (1997), "Product management and the marketing of financial services", Journal of Services Marketing, Vol. 11 No. 2, pp. 128-149. https://doi.org/10.1108/08876049710168519