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Keywords: Market share
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Journal Articles
Bank marketing investments and bank performance
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Journal:
Journal of Financial Economic Policy
Journal of Financial Economic Policy (2010) 2 (4): 326–345.
Published: 09 November 2010
...Donald J. Mullineaux; Mark K. Pyles Purpose The purpose of this paper is to examine empirically the effects of investments by US banks in advertising and promotion on their performance in the areas of profits and market share. Design/methodology/approach The model presented in the paper...
