Laird Landon, E.; Donnelly, James H. - In: International Journal of Bank Marketing 1 (1983) 1, pp. 3-14
The authors examine marketing's traditional relationship to banking in the US banks and discuss why this role will … change in the future. In particular, they outline a new role for marketing in banking and identify five changes which they … believe will occur in relation to the marketing function, organisation structures, selling skills, pricing analysis and …