Banking on the Unbanked

The growth and nature of bank marketing during the past decade has been a reflection of the intensity of competition for personal savings within the financial sector and the development of financial services. Early in the 1970s, various competitive pressures finally led banks to adopt a marketing concept, both in theory and practice. The authors examine the use of advertising as a marketing tool and then explore the significance of media selection in the approaches adopted by the UK banks to market segmentation.