International Journal of Bank Marketing: Volume 3 Issue 4

Critical Issues in Bank Marketing Today: An Overview

Abby Day, Gordon Wills

The real success for major bank marketing initiatives depends on the highest possible degree of leadership and direction from the most senior executive officer. Innovation must…

Marketing Planning of Financial Services

William Giles

Market planning cuts across departmental and functional boundaries, differing cultural and divisional demarcation lines, but maintains a central point common to all areas: the…

Banks and Retailing

Kenneth Andrew

The philosophy behind banks' current High Street profiles is based on four main guidelines: the need for cash movement; security of staff/money from robberies; indication of…

Dividing and Conquering: Strategies for Segmentation

Gordon Wills

Market segmentation is a powerful and discriminating method of grouping customers categorically so that their needs may be properly addressed. Segmentation can be devised on a…

Putting Product Development in its Place

Gordon Wills

Any strategy for new product development must be the responsibility of the marketing department, with a concerted effort to invite, encourage and reward ideas from other sectors…

Selling to the Corporate Customer

Abby Day

For bankers to feel comfortable in their relationships with large corporates, a precise understanding is needed of who, within that company, engages the relationship, and how it…

Implications for Training

Abby Day

Banking customers have the knowledge and conviction to choose as never before, and the competitive environment that this is producing demands the change from systems to customer…