Strategic Marketing Implications of the Changing Environment of Australian Banking

Abstract

The results of a Delphi poll of Australian banking and finance industry experts, show that the banking industry is entering a period of greatly intensified competition, significantly reduced government regulation and the entry of foreign banks and rapid technological change. These changes represent a fundamental change in the operating environment. For some of the present financial institutions, such a future threatens their very existence. For all institutions, however, there is a manifest need to formulate adaptive strategies. In this article, the author explores some appropriate marketing strategies and the consequences of these strategies on the competitive environment.

Citation

Elliott, G.R. (1988), "Strategic Marketing Implications of the Changing Environment of Australian Banking", International Journal of Bank Marketing, Vol. 6 No. 5, pp. 5-13. https://doi.org/10.1108/eb010839