Conceptual frameworks for “marketing” and “strategy” were developed with the aim of finding common grounds to form a social theory framework for strategic marketing. This was carried out by reviewing and distilling relevant contributions in the marketing and strategy literatures. Models...

The paper examines how financial service organizations operating in the Nigerian banking industry can be effectively managed to achieve brand differentiation. A service brand model was reviewed, critiqued and a Multilayered Service Strategy (MSS) model of service brand differentiation grounded...

The paper examines how financial service organizations operating in the Nigerian banking industry can be effectively managed to achieve brand differentiation. A service brand model was reviewed, critiqued and a Multilayered Service Strategy (MSS) model of service brand differentiation grounded...