Bank Marketing: Current Issues, Trends and Developments
Trevor Watkins
(Editor, International Journal of Bank Marketing School of Business, Oxford Polytechnic, Oxford)
440
Abstract
The current state of the financial services industry worldwide and recent literature on the subject are reviewed. Four major trends are identified and discussed: (1) the trend towards financial conglomeration; (2) globalisation; (3) information technology in bank marketing; and (4) new approaches to financial services marketing. These trends will affect the marketing of banks and other financial services in the 1990s. Areas for further research are also highlighted.
Keywords
Citation
Watkins, T. (1989), "Bank Marketing: Current Issues, Trends and Developments", Marketing Intelligence & Planning, Vol. 7 No. 9/10, pp. 37-42. https://doi.org/10.1108/EUM0000000001058
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited