Easingwood, Christopher J. and Arnott, David (1991) Management of financial services marketing : issues and perceptions. International Journal of Bank Marketing, 9 (6). pp. 3-12. doi:10.1108/02652329110007165

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Abstract

The aim is to identify those areas of marketing in the financial services sector that deserve to be given priority attention. A number of marketing areas are identified and assessed on their scope for improvement, the ease with which they can be changed and also on the sensitivity of the performance of the organisation to an improvement in the area. The perspective is that of senior financial services marketing managers. The managers picked out pricing policy as one factor deserving to be given the highest priority. Improvements here are possible and, in addition, will show up in better company performance. Two other factors considered to be worth priority attention are the customer interface and marketing influence, although both are thought to be more difficult to change than pricing policy. Improvements in the new product development strategy area, whilst likely to produce significant improvements in company performance, were the hardest of all to achieve.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	International Journal of Bank Marketing
Publisher:	Emerald Group Publishing Ltd.
ISSN:	0265-2323
Official Date:	1991
Dates:	Date Event 1991 Published
Volume:	9
Number:	6
Page Range:	pp. 3-12
DOI:	10.1108/02652329110007165
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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