Examines the potential of predictive models in the product testing stage of new product development. Draws on experience gained from a series of interviews with senior managers in the marketing departments of advertising and market research agencies and manufacturers of fast‐moving goods in...

The major issues in, and influences on, the determination of marketing strategy across the personal financial services sector are examined. Recent changes in the competitive environment emphasise the eed to see banks in the context of the sector as a whole. New survey evidence is discussed which...

The role of product development within personal financial service organisations is focused on, with particular emphasis on the part played by market research within the process. A major aim is to identify the importance of marketing and market research within respondents′ companies, in terms...

Some evidence on the use made by UK insurance companies of various forms of information technology (IT) in their sales and marketing activities is presented. Some views on the trends in this developing use of IT in the next two years are presented – a period when the full implications of the...

The current state of the financial services industry worldwide and recent literature on the subject are reviewed. Four major trends are identified and discussed: (1) the trend towards financial conglomeration; (2) globalisation; (3) information technology in bank marketing; and (4) new...

The development of marketing, both in theory and practice can now be seen in a number of educational developments. The article reviews the introduction of a marketing syllabus and the launch of the Chartered Institute of Marketing′s Marketing Financial Services syllabus within the Diploma...