Marketing in Action

Abstract

This special issue contains selected extracts from Marketing and Selling Bank Services, a learning resource from MCB University Press designed to help practising bank managers to refine and apply bank marketing skills. Competition in financial services is growing and an organisation's ability to market and sell its services is essential for success. Marketing, marketing channels, service levels, pricing, communication with customers, persuading the customer, creating an effective salesforce, interviewing the customer, and international banking are all aspects that are discussed. Suggestions for action are made to enable a manager to put into effect some of the ideas presented.

Citation

(1987), "Marketing in Action", International Journal of Bank Marketing, Vol. 5 No. 5, pp. 2-71. https://doi.org/10.1108/eb010820