Discusses intensifying competition in the USA from within and outside banking and changes in customers having a major effect on bank management thought and action. Speculates that US banking may be forced to have a strategic re‐examination of the most central of marketing questions: to whom,...

A framework is presented for thinking about the various avenues through which banks can pursue growth. This includes discussion of market penetration, market development, product development and diversification together with evaluation of such growth strategies.

Findings from a national survey in which senior marketing executives from over 700 American banks are reported and appraise the state of personal selling in their banks. They assess managerial interest in improving bank selling performance and managerial commitment to making it happen.

Purpose “Big Ideas in Services Marketing”, published in 1987, identified seven precepts fundamental to the just emerging field; this paper aims to explore the relevance of these ideas three decades later and discuss what should be changed and what should be added. Design/methodology/approach...