Abstract
This paper looks at the banks in Northern Ireland and the implications for their marketing of personal financial services, given a rapidly changing environment. This change is occuring on many fronts, those examined are competition, regulation, society and technology. Cowell’s four-level analytical framework for the definition of service products is heavily utilised. Qualitative findings are summarised in a systemic representation. The author states that a. it is unclear whether current marketing strategies will provide the means to achieve competitive advantage; and, b. Northern Irish banks have been slow to adopt the marketing orientation.
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Stewart, K. (2015). Marketing Financial Services: Preliminary Findings from Northern Ireland.. In: Thomas, E., Rao, S. (eds) Proceedings of the 1988 International Conference of Services Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17317-7_18
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DOI: https://doi.org/10.1007/978-3-319-17317-7_18
Publisher Name: Springer, Cham
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