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Marketing Strategy and Company Performance A Discriminant Analysis in the Retail Financial Services Industry

Marketing Strategy and Company Performance A Discriminant Analysis in the Retail Financial... A report on the empirical findings of a research project examiningthe marketing practices, strategies and organisational characteristicsof a sample of 23 banks and other companies in the UK retail financialservices market. The better performing companies, which were identifiedby peer admiration, could be distinguished from the less successfulcompanies by wealthier customers and greater skill at controlling thecosts of supplying their services. The implications of these findingsfor banks and other financial companies are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Marketing Strategy and Company Performance A Discriminant Analysis in the Retail Financial Services Industry

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-2323
DOI
10.1108/02652329110140239
Publisher site
See Article on Publisher Site

Abstract

A report on the empirical findings of a research project examiningthe marketing practices, strategies and organisational characteristicsof a sample of 23 banks and other companies in the UK retail financialservices market. The better performing companies, which were identifiedby peer admiration, could be distinguished from the less successfulcompanies by wealthier customers and greater skill at controlling thecosts of supplying their services. The implications of these findingsfor banks and other financial companies are discussed.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Mar 1, 1991

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