FINANCIAL SERVICES: INCREASING YOUR MARKETING PRODUCTIVITY AND PROFITABILITY
Yoram Wind
(Lauder Professor and Professor of Marketing and Management at the Wharton School, University of Pennsylvania. He is the Director of the Lauder Institute of Management and International Studies.)
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Abstract
A comparative study was made by Coopers and Lybrand on the importance of various management areas. Of the executives surveyed in the early 1980's, only 29 percent perceived marketing as being most important. In 1985, 64 percent of the respondents felt that the most important area of the firm was marketing.
Citation
Wind, Y. (1987), "FINANCIAL SERVICES: INCREASING YOUR MARKETING PRODUCTIVITY AND PROFITABILITY", Journal of Services Marketing, Vol. 1 No. 2, pp. 5-18. https://doi.org/10.1108/eb024703
Publisher
:MCB UP Ltd
Copyright © 1987, MCB UP Limited