Suggests that the process of transition and the hardening of the budget constraint in the former centrally‐planned economies of Eastern Europe recreates the link between an effective exchange process and business performance. Points out that this in itself creates the potential for marketing...

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...

The signing of the Single European Market Act in 1987 committed EC member states to the principles of establishing a single internal market within which all barriers to trade in services and manufacturing and obstacles to the movement of factors of production will be removed. In this context,...

Traditionally, marketing in financial services had been a largely tactical activity, concerned primarily with the advertising and selling of existing products. With the growth in environmental turbulence which characterized the 1980s the notion of marketing as a strategic activity became...

The marketing strategy of banks requires much thought and careful planning so as to address the constituent segments of the market. In particular, the issue of increasing customer sophistication versus demands for convenience needs to be approached, and this does not appear to be a clear‐cut...