The changing face of banking

As a result of the competition emerging in the marketplace in the past two decades, European banks were forced to build marketing activities into their operations. The introduction of such technological developments as ATMs and EFTS/POS fueled the fires of competition and change and reduced the prof...

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Bibliographic Details
Published in:	International journal of bank marketing 1990-01, Vol.8 (5), p.3
Format:	Article
Language:	eng
Subjects:	Automated Teller Machines Banking History Banks Branch Management Clearing banks Competition Corporate culture Customer relations Deregulation Future of banking Institutional advertising International banking Major Article Market segmentation Marketing Marketing Planning Positioning Profitability Regulations Savings & loan associations Service Quality Technology
Online Access:	Get full text
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Summary:	As a result of the competition emerging in the marketplace in the past two decades, European banks were forced to build marketing activities into their operations. The introduction of such technological developments as ATMs and EFTS/POS fueled the fires of competition and change and reduced the profit margins that banks experienced in the preceding decades. Because of this competition, banks have made huge investments in branches, personnel, procedures, the operational guidelines established by the Committee of London Clearing Banks, and computer systems. As international barriers have been removed, the need for international brand networks has emerged and the banks' image building and other marketing techniques have reflected it.
ISSN:	0265-2323 1758-5937