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Keywords: Bank businesses and profitability
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Journal Articles
The effects of marketing on commercial banks' operating businesses and profitability: evidence from US bank holding companies
Available to Purchase
International Journal of Bank Marketing (2020) 38 (5): 1059–1079.
Published: 20 April 2020
...-finance interface Bank marketing Bank businesses and profitability As the banking industry has become more competitive since the deregulation of financial institutions that started in 1980s, US commercial banks have reinforced their marketing strategies and practices to address higher market...
