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Volume 2, Issue 1
1 January 1984
International Journal of Bank Marketing Cover Image for Volume 2, Issue 1
Review Article| January 01 1984

Deregulation: Its Impact on Financial Institution Marketing Available to Purchase

Robert W. Johnson
Robert W. Johnson
E.F. Hutton and Co, Seattle, Washington
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-5937
Print ISSN: 0265-2323
© MCB UP Limited
1984
International Journal of Bank Marketing (1984) 2 (1): 50–56.
https://doi.org/10.1108/eb010735

The author considers how financial institution marketing has changed in the US, following recent deregulation legislation. He highlights the increasing need for market research, segmentation and positioning, product development and improved communications and promotion.

Keywords:
USA, Financial Institutions, Banks, Bank Marketing, Market Research, Market Segmentation, Product Development, Promotion (marketing)
This content is only available via PDF.
© MCB UP Limited
1984
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Suggested Reading

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International Journal of Bank Marketing (February,1984)
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