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Active bank marketing

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  • Andrews, Scott

Abstract

To write a solid marketing plan, banks must first realize that they are like other businesses. The strategic marketing process begins with marketing research. Although marketing research can be costly, the ideas, insights, and numerical information gathered are invaluable when making strategic marketing decisions. The next step is to segment, target, and position. The marketing mix will provide many of the details for positioning and marketing products and services to the target segments. The last 2 steps of the process are implementation and control.

Suggested Citation

  • Andrews, Scott, 1995. "Active bank marketing," American Bankers Association, American Bankers Association > Journal of Agricultural Lending, vol. 9(01).
    • Handle: RePEc:ags:abajal:336336
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    File URL: https://ageconsearch.umn.edu/record/336336/files/ers2022-23-0289.pdf
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