Marketing and investment banking I: practical and theoretical challenges

Marketing and investment banking I: practical and theoretical challenges 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Marketing and investment banking I: practical and theoretical challenges

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Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0265-2323
DOI
10.1108/02652329610106890
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Apr 1, 1996

Keywords: Banking; Financial services; Investment management; Marketing theory; Services marketing

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