Where US Banks Need Marketing Training

Abstract

A study of New York corporate banking is described. Twelve major marketing issues are identified and the role of marketing training in providing banks with the managerial proficiency for tackling them is assessed. Training is seen by banks to be of particular value in developing marketing plans and competitive strategies, for improving presentation skills and for improving innovative thinking. Banks tend to segment their training needs by managerial seniority, by strategic and skills training, and by the perceived quality of different types of training establishment.

Citation

Michell, P. and Lung, L. (1989), "Where US Banks Need Marketing Training", International Journal of Bank Marketing, Vol. 7 No. 1, pp. 28-31. https://doi.org/10.1108/EUM0000000001451