Marketing's Emergence in the New Banking Environment

The authors examine marketing's traditional relationship to banking in the US banks and discuss why this role will change in the future. In particular, they outline a new role for marketing in banking and identify five changes which they believe will occur in relation to the marketing function, organisation structures, selling skills, pricing analysis and channels of distribution.

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Year of publication:	1983
Authors:	Laird Landon, E. ; Donnelly, James H.
Published in:	International Journal of Bank Marketing. - MCB UP Ltd, ISSN 1758-5937, ZDB-ID 2032104-1. - Vol. 1.1983, 1, p. 3-14
Publisher:	MCB UP Ltd
Subject:	USA \| Banking \| Bank Marketing

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Type of publication:	Article
Type of publication (narrower categories):	review-article
Language:	English
Other identifiers:	10.1108/eb010716 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014760343