Strieter, Jeffrey; Gupta, Ashok K.; Raj, S.P.; Wilemon, … - In: Journal of Services Marketing 11 (1997) 2, pp. 128-149
One of the most important developments in banking is the increased emphasis on marketing a wide array of financial services. This emphasis has led to the adoption of the product management system in one form or another by many large, full‐service commercial banks. The transition to a product...
