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Management of Financial Services Marketing Issues and Perceptions

Management of Financial Services Marketing Issues and Perceptions The aim is to identify those areas of marketing in the financialservices sector that deserve to be given priority attention. A number ofmarketing areas are identified and assessed on their scope forimprovement, the ease with which they can be changed and also on thesensitivity of the performance of the organisation to an improvement inthe area. The perspective is that of senior financial services marketingmanagers. The managers picked out pricing policy as one factor deservingto be given the highest priority. Improvements here are possible and, inaddition, will show up in better company performance. Two other factorsconsidered to be worth priority attention are the customer interface andmarketing influence, although both are thought to be more difficult tochange than pricing policy. Improvements in the new product developmentstrategy area, whilst likely to produce significant improvements incompany performance, were the hardest of all to achieve. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Management of Financial Services Marketing Issues and Perceptions

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-2323
DOI
10.1108/02652329110007165
Publisher site
See Article on Publisher Site

Abstract

The aim is to identify those areas of marketing in the financialservices sector that deserve to be given priority attention. A number ofmarketing areas are identified and assessed on their scope forimprovement, the ease with which they can be changed and also on thesensitivity of the performance of the organisation to an improvement inthe area. The perspective is that of senior financial services marketingmanagers. The managers picked out pricing policy as one factor deservingto be given the highest priority. Improvements here are possible and, inaddition, will show up in better company performance. Two other factorsconsidered to be worth priority attention are the customer interface andmarketing influence, although both are thought to be more difficult tochange than pricing policy. Improvements in the new product developmentstrategy area, whilst likely to produce significant improvements incompany performance, were the hardest of all to achieve.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Jun 1, 1991

References