haku: @author Clancy, K. / yhteensä: 3
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| Tekijä: | Clancy, K. Krieg, P. |
| Otsikko: | From 'myopic maximisation' to 'panoramic optimisation'. New directions in financial services marketing and marketing research in the 1990s (Banken) |
| Lehti: | Marketing and Research Today
1990 : AUG, VOL. 23F2 - 18:3, p. 127-142 |
| Asiasana: | |
| Vapaa asiasana: | MARKETING, MARKTFORSCHUNG |
| Kieli: | eng |
| Tiivistelmä: | Marketing, specifically in financial services, is in a state of poor health: most new services or established services fail to achieve an adequate return-on-investment. Market share may be a proper goal for packaged goods, but not for financial services. Profitability is a term better known to financial services. The authors argue that in the 1990's alternative approaches must be taken, approaches which test thousands of service configurations, for little more than the price of testing one or two. |
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