The evaluation of the psycho-sociological and socio-cultural approach in the elaboration of the marketing policy followed by the Credit Lyonnais in the 70s (French)

Author: Bernard Sue

Abstract:

In response to the far-reaching changes that have occurred in the banking industry since the early 1960s, we were led to resort to sophisticated research, constantly broadening the field of factors brought in to explain our customers' behaviour In these surroundings we shall be here discussing, the contribution of the psycho-sociological and socio-cultural approaches the the strategic decisions that have reshaped the marketing policies of the Credit Lyonnais over the last 15 years or so.

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