Findings from a national survey in which senior marketing executives from over 700 American banks are reported and appraise the state of personal selling in their banks. They assess managerial interest in improving bank selling performance and managerial commitment to making it happen.
Futrell, C.M., Berry, L.L. and Bowers, M.R. (1984), "The Personal Selling Orientation of Banks in the United States", International Journal of Bank Marketing, Vol. 2 No. 1, pp. 12-21. https://doi.org/10.1108/eb010731Download as .RIS
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