Marketing financial services: a review note

Abstract

Looks at the dilemma of practitioners and writers in service marketing‐can an intangible service be marketed using the physical product marketer's techniques of research, pricing, etc. Aims to draw together the fragments of financial services marketing literature within the framework of a single source, hopefully creating a springboard for further research and long‐term marketing planning.

Citation

Davies, D.G. (1974), "Marketing financial services: a review note", European Journal of Marketing, Vol. 8 No. 1, pp. 83-88. https://doi.org/10.1108/EUM0000000005078