International Journal of Bank Marketing
1095
Abstract
In this section we look at banking in the single market, new directions in financial services marketing, the validity of the 4Ps for services marketing, measuring the marketing culture of a service firm, the erosion of bank margins, Citibank's global consumer banking network, and the pricing of services.
Citation
(1992), "International Journal of Bank Marketing", International Journal of Bank Marketing, Vol. 10 No. 4, pp. 5-39. https://doi.org/10.1108/eb010846
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited