International Journal of Bank Marketing: Volume 10 Issue 7
Strapline:
For the financial services sector
Subject:
Table of contents
Affinity Credit Cards: Card Issuer Strategies and Affinity Group Aspirations
Steve Worthington, Suzanne HorneExamines the history and economics of the credit card beforedescribing the origins of the affinity card concept both in the USA andthe UK. Explores different strategies of some…
440
The Customer Database: Cross‐selling Retail Financial Services
T.J. HughesDiscusses database marketing, typically associated with direct mailactivities, but can be seen to be only the first stage in its evolutionfor financial services organizations…
475
Relationship Marketing and Commercial Banking: A Critical Analysis
Jean Perrien, Pierre Filiatrault, Line RicardCompetitive pressures as well as the search for fee‐based incomes,mainly derived from cross‐selling, have forced commercial financialinstitutions to redefine their marketing…
1070
Customer Satisfaction Measurement: Prolonged Satisfaction with ATMs
Luiz MoutinhoMakes the general proposition that the measurement of consumerprolonged satisfaction can be a central element of evaluation andcontrol of strategic marketing input. Based on…
702
ISSN:
0265-2323Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Hooman Estelami