Critical Issues in Bank Marketing Today: An Overview

Abstract

The real success for major bank marketing initiatives depends on the highest possible degree of leadership and direction from the most senior executive officer. Innovation must stem from determining what the customer is (or will be) seeking and fulfilling that demand in a unique way; the next step will involve increasing vigilance over the prime criterion of any customer segment, with banks considering the economics of reaching customers along the spectrum from very limited, basic needs to very sophisticated needs. Banks should deliberately seek to enter the financial consultancy market more aggressively and overtly, not just at merchant level but right across customer groups.

Citation

Day, A. and Wills, G. (1985), "Critical Issues in Bank Marketing Today: An Overview", International Journal of Bank Marketing, Vol. 3 No. 4, pp. 3-8. https://doi.org/10.1108/eb010762