Examines the potential of predictive models in the product testing stage of new product development. Draws on experience gained from a series of interviews with senior managers in the marketing departments of advertising and market research agencies and manufacturers of fast‐moving goods in...

The major issues in, and influences on, the determination of marketing strategy across the personal financial services sector are examined. Recent changes in the competitive environment emphasise the eed to see banks in the context of the sector as a whole. New survey evidence is discussed which...

The role of product development within personal financial service organisations is focused on, with particular emphasis on the part played by market research within the process. A major aim is to identify the importance of marketing and market research within respondents′ companies, in terms...

A particular aspect of bank marketing is considered — that of service provision for customers. It is postulated that an investigation of ways of minimising the total cost of provision, including the cost of lost customers, can be made using computer‐based simulation techniques. An example of...

The marketing strategy of banks requires much thought and careful planning so as to address the constituent segments of the market. In particular, the issue of increasing customer sophistication versus demands for convenience needs to be approached, and this does not appear to be a clear‐cut...

Increasing deregulation in personal financial services in the UK raises important issues about the future of banks. This survey attempts to quantify the major trends in the personal financial services market, particularly from a bank perspective. A postal survey by the Nottingham Institute for...