Applied Financial Marketing - Myth Versus Reality

Shahin Shojai, Julian Badcock () and Alex De Fursac Gash ()
Additional contact information
Julian Badcock: Aon, Postal: 8 Devonshire Square, London EC2M 4PL,, http://www.aon.com/unitedkingdom/default.jsp
Alex De Fursac Gash: Capco, Postal: Broadgate West, 9 Appold Street, London EC2A 2AP, http://www.capco.com/?q=content/journal-of-financial-transformation

Journal of Financial Transformation, 2007, vol. 21, 55-66

Abstract: During the past decade or so, financial institutions have been facing some of the most challenging times in their history. The world has become a much more open place, with competition coming from many sources that were of no great significance previously. Information is available freely and customers have become more demanding and less loyal. In such an environment, effective marketing management is essential for future success. However, what many prescribe as potential solutions tend to make a lot of sense on paper but are often much harder to implement in practice. In this paper we examine three areas in which banks have faced significant challenges and ascertain whether the suggestions made can actually be put into practice. We find that there is a huge gap between what theory tells us and what can actually be implemented in practice.

Keywords: Financial Marketing; Applied Finance (search for similar items in EconPapers)
JEL-codes: G21 G22 M31 M37 (search for similar items in EconPapers)
Date: 2007
References: Add references at CitEc
Citations:

Downloads: (external link)
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1032283 Full text (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ris:jofitr:0004

Access Statistics for this article

Journal of Financial Transformation is currently edited by Prof. Shahin Shojai

More articles in Journal of Financial Transformation from Capco Institute 77 Water Street, 10th Floor, New York NY 10005.
Bibliographic data for series maintained by Prof. Shahin Shojai ( this e-mail address is bad, please contact ).