Strategic Issues for Financial Services Marketing

Abstract

The strategic issues for financial services marketing based on findings from surveys carried out by Arthur Andersen in the United States, among leading organisations providing financial services are discussed. The forces driving change in banking, insurance and securities, likely future trends and strategies, and what they mean to the marketing professional, are examined, together with the implications for market segmentation, product development and delivery channels.

Citation

Brooks, N.A.L. (1987), "Strategic Issues for Financial Services Marketing", International Journal of Bank Marketing, Vol. 5 No. 2, pp. 5-19. https://doi.org/10.1108/eb010801