Patterns of Adoption and Implementation of the Marketing Concept in The Banking Industry
Document Type
Conference Proceeding
Publication Date
1-1-1988
School
Marketing
Abstract
Clusters banks according to their adoption and implementation of the marketing concept. Data collected from approximately 90 banks from a 15-state area are reported. Comparisons are made between the four clusters as to structural implementation and adoption of the concept and performance and environment.
Publication Title
Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference
First Page
387
Last Page
391
Recommended Citation
Pitts, R. E.,
Reidenbach, R.,
Moak, D. L.
(1988). Patterns of Adoption and Implementation of the Marketing Concept in The Banking Industry. Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference, 387-391.
Available at: https://aquila.usm.edu/fac_pubs/21385
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