...Carole Page; Ye Luding Investigates customer attitudes towards the direct marketing strategies employed by banks in relation to how attitudes toward the marketing media used and response channels influence the customer’s intention to purchase. Marketing media include mail promotion, telephone...

...David S. Pottruck It is often more profitable for banks to focus direct marketing efforts on retaining existing customers and cultivating their loyalty than to attempt to attract new customers. A successful marketing programme aimed at customers has eight key components: research, segmentation...