Were banks marketing themselves well from a segmentation perspective before the emergence of scientific inquiry on services marketing?

Abstract

Questions whether banks were marketing themselves before the 1950s advent of scientific inquiry on services marketing. The results show banks segmented the overall market on demographics such as age (during the 1880s), gender (as early as the 1830s), and national origin (as early as the 1850s), on user status in terms of current, potential, and past customers (around 1900), and on geography (as early as the 1890s). The efforts of bankers are compared to a historical periodization of segmentation, and the conclusion is drawn that banks were marketing themselves well before 1930.

Citation

Germain, R. (2000), "Were banks marketing themselves well from a segmentation perspective before the emergence of scientific inquiry on services marketing?", Journal of Services Marketing, Vol. 14 No. 1, pp. 44-62. https://doi.org/10.1108/08876040010309202