Bank Marketing Management

Abstract

This series is designed to fill the need for a compact treatment of major aspects of marketing management and practice based essentially upon European institutions and experience.This is not to suggest that experience and practice in other advanced economies will be ignored, but rather that the treatment will reflect European custom and attitudes as opposed to American, which have tended to dominate so much of the marketing literature.Each volume is the work of an acknowleged authority on that subject and combines distillation of the best and most up-to-date research findings with a dear statement of their relevance to improved managerial practice.A concise style is followed throughout, and extensive use is made of summarles, checklists and references to related work.Thus each work may be viewed as both an introduction to and a reference work on its particular subject.Further, while each book is self-contained, the series as a whole comprises a handbook of marketing management.The series is designed for both students and practitioners of marketing.Lecturers will find the treatment adequate as the foundation for in-depth study of each topic by more advanced students who have already pursued an introductory and broadly based course in marketing.Similarly, managers will find each book to be both a useful aide-memoire and a reference source.