Turning Information into a Strategic Marketing Weapon

Abstract

In this article the author considers the role of information in the development of marketing programmes. He highlights how leading financial service organisations have achieved success in this area by focusing on seven vital areas: advertising, the customer, an early warning system, service quality, sales performance, branch performance and pricing.

Citation

Pottruck, D.S. (1988), "Turning Information into a Strategic Marketing Weapon", International Journal of Bank Marketing, Vol. 6 No. 5, pp. 49-56. https://doi.org/10.1108/eb010843