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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Financial Services Marketing in a Changing Deregulated Environment
verfasst von : Jay Nathan, Ph.D., Vinay Kothari, Ph.D.
Erschienen in: Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference
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Prior to deregulation, banks and thrift institutions have directed their efforts towards traditional market segments. The deregulation has heightened the level of competition between various financial institutions which include nonbank financial institutions, such as insurance companies and security brokerage firms. This paper examines the evolution of marketing of financial services in a changing legal environment and attempts to tie the marketing needs of commercial banks and thrifts (S & Ls) to the newly defined deregulated market place.