Get Real - Does what your bank says about itself align with the reality that customers encounter? In today's experience economy, customers increasingly expect all types of businesses — Including financial institutions — To represent themselves "authentically."
| Year of publication: |
2008
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|---|---|
| Authors: | Pine II, B.Joseph ; Gilmore, James H. |
| Published in: |
ABA bank marketing : the premier source of innovative marketing for the financial services industry. - Washington, DC : ABA Marketing Network, ISSN 1539-7890, ZDB-ID 20619030. - Vol. 40.2008, 4, p. 28-33
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