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Marketing Financial Services to Affluent Consumers

Marketing Financial Services to Affluent Consumers Notes how marketing philosophy and practices have becomeincreasingly important in the financial services industry. Uses asegmentation approach to understanding consumer satisfaction anddissatisfaction and choice behaviour in relation to affluence in thefinancial services market. Offers guidelines from this segmentalapproach for devising appropriate marketing strategies. Concludes thatderegulation in the financial services industry has led to a lack ofoperation differentiation on several levels. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Marketing Financial Services to Affluent Consumers

Javalgi, Rajshekhar G.
Journal of Services Marketing , Volume 6 (2): 12 – Feb 1, 1992
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/08876049210035845
Publisher site
See Article on Publisher Site

Abstract

Notes how marketing philosophy and practices have becomeincreasingly important in the financial services industry. Uses asegmentation approach to understanding consumer satisfaction anddissatisfaction and choice behaviour in relation to affluence in thefinancial services market. Offers guidelines from this segmentalapproach for devising appropriate marketing strategies. Concludes thatderegulation in the financial services industry has led to a lack ofoperation differentiation on several levels.

Journal

Journal of Services Marketing – Emerald Publishing

Published: Feb 1, 1992

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