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| Author: | Farley, J.U. Hayes, A.F. Kopalle, P.K. |
| Title: | Choosing and upgrading financial services dealers in the US and UK |
| Journal: | International Journal of Research in Marketing
2004 : VOL. 21:4, p.359-375 |
| Index terms: | Business-to-business Financial markets International capital market Marketing mix |
| Language: | eng |
| Abstract: | The paper concentrates on understanding the impact of marketing mix on choosing and upgrading business-to-business financial services dealers. It provides a comparative analysis of the effectiveness of marketing mix variables in determining choice of dealers and how a utilized dealer may achieve the sought-after status of being among the top three dealers of a customer. |
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