This Little Piggy Went to Market

Abstract

British banks face formidable challenges in the future which can be mastered only with total dedication and full commitment to marketing and the consumer. The NatWest Bank experience provides some pointers and examples regarding banks facing up to the marketing challenge, an experience based around four objectives: understanding of, and commitment to, marketing by senior executives; shifting the “culture” through 60,000 employees; establishing and developing marketing skills; and the aim that all the above be achieved within a reasonable timeframe.

Citation

Andrew, K. (1985), "This Little Piggy Went to Market", International Journal of Bank Marketing, Vol. 3 No. 1, pp. 3-21. https://doi.org/10.1108/eb010746