Bank Marketing Priorities in the United States

Abstract

Discusses intensifying competition in the USA from within and outside banking and changes in customers having a major effect on bank management thought and action. Speculates that US banking may be forced to have a strategic re‐examination of the most central of marketing questions: to whom, what and how should we market to them? Gives a list of in‐depth questions and goes on to investigate them and also addresses the four highest priorities and discusses these in turn. Chronicles these as follows: emphasizing relationship banking; developing multi‐tier delivery systems; marketing to investors; building a personal selling organization. Concludes that newer and bolder perspectives are urgently needed within the bank marketing discipline and in closing says the 1980s will prove to be a transitional decade for the bank marketing profession in the USA.