In the light of increased competition and introduction of advanced technologies into financial service sectors, financial institutions felt the need to apply marketing concepts and techniques. In particular, assessment and understanding of credit card customers′ needs and wants have become...

Managerial issues are becoming critical in the US banking industry. The capability of those in leadership positions is continually identified as the most important single factor that will separate high‐ and low‐performing banks. Discusses the impact of increased competitive intensity on the...

US money and capital markets have changed dramatically over the past 25 years. Despite the change and uncertainty, lending activities of branches and agencies continued to expand in US markets through the early 1990s. The focus of lending by agencies and branches of foreign banks has been...

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,...

The strategic marketing response to deregulation is discussed, in particular to interstate banking, to the growing similarity between banks, thrift institutions and non‐banks and to the greater operational freedom implicit in technological change.

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.

The introduction of NOW Accounts in the United States is considered. The author investigates the awareness, knowledge and use of such accounts among a sample of households in the state of Michigan.

The author considers how financial institution marketing has changed in the US, following recent deregulation legislation. He highlights the increasing need for market research, segmentation and positioning, product development and improved communications and promotion.

With the advent of numerous new types of savings accounts, the author conducted a study to determine the consumer usage of these new accounts and the relative ability of banks and savings and loans to retain their current savings account customers. He also investigated the financial asset...