- May 1991
279.- Euro
1991. 228 Pages, Hardcover
ISBN-10: 0-471-52264-3
ISBN-13: 978-0-471-52264-5 - John Wiley & Sons








Detailed description
Having spent 38 years in banking, including 21 as a CEO, the author believes that marketing is the foundation of the banking business and the key to its survival. Profound changes have occurred in the use and influence of marketing in the banking industry. Contains the best marketing ideas for financial institutions in the 1990's, developed by some of the top and most respected marketers in banking.

From the contents
The New World of Banking.

Marketing for Survival and Progress.

55 Ideas from Some of Banking's Best Marketers.

Removing the Barriers to Good Marketing.

Keep Looking for Great Ideas.

Index.