Vyas, Vishal; Roy, Ankur; Raitani, Sonika - In: International Journal of Bank Marketing 36 (2018) 1, pp. 2-18
Purpose: Understanding the effect of competitor’s marketing activities as well as analyzing the impact of one’s own marketing activities is equally important. The purpose of this paper is to determine the role of competing bank’s marketing activities (i.e. competitor’s price and product...