Market segmentation is a powerful and discriminating method of grouping customers categorically so that their needs may be properly addressed. Segmentation can be devised on a geographic, demographic, sociographic or psychographic basis, but a bank will only maintain its competitive edge if all...

Any strategy for new product development must be the responsibility of the marketing department, with a concerted effort to invite, encourage and reward ideas from other sectors of the organisation. Product development will follow the principles of the product's and customer's life cycle,...

Foreign exchange facilities for tourists in the tourist resort of Vilamoura in Portugal are examined. The structure and all facilities are there but not the service — queue lengths and time taken to process transactions being the main problems.

An updated version of the original (1985) text, the book covers all aspects of marketing and selling bank services: the role of marketing; behaviour of customers; intelligence, planning and organisation; product decisions; promotion decisions; place decisions; price decisions; achieving sales....

There are times when I wonder how University Schools of Business ever got involved in offering “general management programmes”. I wonder even more when I hear colleagues tell me: “We're a General Management School.” I think my puzzlement stems from a lack of understanding of what others...

Many companies have no customer services objectives or strategies and the service performance received by customers is ample evidence of this fact. Companies which formalise their approach, on the basis of a cost/benefit study of the marketplace, usually find considerable marketing benefits. A...

The authors examine the approaches necessary in planning for annual conferences which will produce a real measurable return on the investment.

Efficient, or seemingly efficient, distribution of goods and services is something most of us take for granted most of the time in western advanced economic systems. Yet, as catastrophes and wars have repeatedly shown, a distribution system is a sophisticated and often fragile institutional...

Customer service levels are seen as the linchpin of an effective marketing logistics strategy for any company. Careful consideration is given to the components of customer service and each element is examined to identify its cost and revenue aspects. Segmented customer service policies are...