Deregulation: Its Impact on Financial Institution Marketing
Robert W. Johnson
(E.F. Hutton and Co, Seattle, Washington)
169
Abstract
The author considers how financial institution marketing has changed in the US, following recent deregulation legislation. He highlights the increasing need for market research, segmentation and positioning, product development and improved communications and promotion.
Keywords
Citation
Johnson, R.W. (1984), "Deregulation: Its Impact on Financial Institution Marketing", International Journal of Bank Marketing, Vol. 2 No. 1, pp. 50-56. https://doi.org/10.1108/eb010735
Publisher
:MCB UP Ltd
Copyright © 1984, MCB UP Limited