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Marketing Financial Services: Preliminary Findings from Northern Ireland.

  • Conference paper
Proceedings of the 1988 International Conference of Services Marketing

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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References and Footnotes

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© 2015 Academy of Marketing Science

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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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