Grab That Steering Wheel - Does your bank put marketing in the driver's seat? You can evaluate how well your institution is progressing by looking at the seven benchmarks of a marketing-driven bank. Use these 'road signs' to confirm that you are headed in the right direction -- Toward the ideal of a unified marketing organization.
Year of publication: |
2003
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Authors: | Clapp, Bruce A. ; Kreiman, David |
Published in: |
Bank marketing : ... an affiliate of American Bankers Association. - Chicago, Ill. : American Bankers Association, ISSN 0888-3149, ZDB-ID 3950785. - Vol. 35.2003, 7, p. 22-27
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