Access the full text.
Sign up today, get DeepDyve free for 14 days.
Loading next page...
/lp/emerald-publishing/globalisation-of-banks-an-integrative-statement-D7yd9rVuDl
References (0)
References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.
- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 0265-2323
- DOI
- 10.1108/eb010779
- Publisher site
- See Article on Publisher Site
Abstract
Globalisation is at work in banking in the face of decliningsaturated demand at home as well as heavy competition, To face up to the challenges of the internationalisation process banks of all sizes and from different countries should deal with longterm issues. Banks are no longer in the business of buying and selling money but that of offering complete financial services to the banking public For marketing policymaking purposes it is necessary to study whether the bank can provide the neededrequired banking services to its varying target markets and whether the bank's available resources can match the current needs and expectations of clients. It is important for global banks interested in serving their customers on a world scale to structure their marketing decision variables in such a way as to be effective in their global operations and bankclient relationships. Some discussion of the other articles in this issue is given in relation to integrated global marketing strategy.
Journal
International Journal of Bank Marketing – Emerald Publishing
Published: Mar 1, 1986