Having spent 38 years in banking, including 21 as a CEO, the author believes that marketing is the foundation of the banking business and the key to its survival. Profound changes have occurred in the use and influence of marketing in the banking industry. Contains the best marketing ideas for financial institutions in the 1990's, developed by some of the top and most respected marketers in banking.
- ISBN10 0471522643
- ISBN13 9780471522645
- Publish Date 30 May 1991
- Publish Status Active
- Publish Country US
- Imprint John Wiley & Sons Inc
- Format Hardcover
- Pages 228
- Language English