Marketing's Emergence in the New Banking Environment
E. Laird Landon Jr.
(University of Houston, USA)
James H. Donnelly Jr.
(University of Kentucky, USA)
419
Abstract
The authors examine marketing's traditional relationship to banking in the US banks and discuss why this role will change in the future. In particular, they outline a new role for marketing in banking and identify five changes which they believe will occur in relation to the marketing function, organisation structures, selling skills, pricing analysis and channels of distribution.
Keywords
Citation
Laird Landon, E. and Donnelly, J.H. (1983), "Marketing's Emergence in the New Banking Environment", International Journal of Bank Marketing, Vol. 1 No. 1, pp. 3-14. https://doi.org/10.1108/eb010716
Publisher
:MCB UP Ltd
Copyright © 1983, MCB UP Limited