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Marketing Planning of Financial Services

William Giles (The Rediplan Group)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 April 1985

162

Abstract

Market planning cuts across departmental and functional boundaries, differing cultural and divisional demarcation lines, but maintains a central point common to all areas: the acceptance that the customer is the sole and final judge, the product expert. Hierarchy must be kept out of market planning; it should gather the experience of many managers and articulate this within a new culture developed from the lowest possible level. Product and market champions need to be given room, encouraged to form teams and produce strategies based on a limited number of market segments and a few chosen target competitors, in order to keep strategic plans as simple as possible.

Keywords

Citation

Giles, W. (1985), "Marketing Planning of Financial Services", International Journal of Bank Marketing, Vol. 3 No. 4, pp. 9-24. https://doi.org/10.1108/eb010763

Publisher

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MCB UP Ltd

Copyright © 1985, MCB UP Limited

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