Abstract
The special nature of the banking industry creates similar problems with regard to both product development and pricing. Banks offer a wide range of services that consumers use to different extents, in effect creating a product that is customised to the individual consumer. Hence banks offer a highly non-standard product at a highly non-uniform price.
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Notes and references
P. Kotier, Marketing Management: Analysis, Planning and Control, 4th edn (Prentice-Hall, 1980) p. 351.
A. Wilson, The Marketing of Professional Services (McGraw-Hill, 1972) p. 8.
E. Shankleman, ‘Marketing by the Clearing Banks’, Industrial Marketing Digest, vol. 4, pt 2 (1979) p. 156.
A. Meidan, ‘Marketing for Banks — The State of the Art’, MEG Conference Proceedings (London Business School, 1977) pp. 189–208.
J. M. Rathmell, ‘Research for Financial Marketing Decisions’, Journal of the Market Research Society, vol. 20, no. 1 (Jan. 1978) p. 14; R. Roter, ‘TSB: The Asset that Turned into a Milestone’, Campaign (26 June 1981).
C. Mclver and G. Naylor, Marketing of Financial Services (London: The Institute of Bankers, 1980) pp. 149–57.
R. W. Lawson, A. W. Watt and D. R. Netherton, ‘Marketing Oriented Pricing for U.K. Banks’, Proceedings of European Academy for Advanced Research in Marketing (Mar. 1981) pp. 261–73.
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© 1984 Arthur Meidan
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Meidan, A. (1984). Product development and pricing. In: Bank Marketing Management. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-86033-3_5
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DOI: https://doi.org/10.1007/978-1-349-86033-3_5
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