Handbook of Marketing and Selling Bank Services

Abstract

An updated version of the original (1985) text, the book covers all aspects of marketing and selling bank services: the role of marketing; behaviour of customers; intelligence, planning and organisation; product decisions; promotion decisions; place decisions; price decisions; achieving sales. Application questions help to focus the readers' minds on key issues affecting practice.

Citation

Cheese, J., Day, A. and Wills, G. (1988), "Handbook of Marketing and Selling Bank Services", International Journal of Bank Marketing, Vol. 6 No. 3, pp. 3-186. https://doi.org/10.1108/eb010833