Examines the marketing of investment banking services and reviews critically the theoretical frameworks provided by the literature in the marketing of services field. Based on research interviews with 12 London‐based investment banks, discusses current marketing practices and identifies the critical marketing management issues facing the industry. Suggests a theory of marketing of investment banking services to guide the analysis of marketing practice.
International Journal of Bank Marketing – Emerald Publishing
Published: Apr 1, 1996
Keywords: Banking; Financial services; Investment management; Marketing theory; Services marketing
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