Child's Play—Developing a Savings Account for Kids
Peter Goudge
(Manager, Market Research, Midland Bank, Sheffield)
Frances Green
(Senior Market Research Officer, Midland Bank)
165
Abstract
This article examines the role and contribution that market research played in the development and launch of Midland Bank's savings account for children, Griffin Savers.
Citation
Goudge, P. and Green, F. (1985), "Child's Play—Developing a Savings Account for Kids", Marketing Intelligence & Planning, Vol. 3 No. 2, pp. 13-24. https://doi.org/10.1108/eb045712
Publisher
:MCB UP Ltd
Copyright © 1985, MCB UP Limited