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Research papers

Selecting, developing and promoting appropriate insurance services for the current customers and through the existing sales services of banking organisation

The aim of this paper is to sketch the structure of an insurance broking business required to work alongside a banking set-up and to be the specialist service of the bank manager in his endeavours to introduce customers to insurance. How to be...

Catalogue: Seminar 1979: The Marketing Of Financial Service In A Competitive Environment
Author: Randle Manwaring
June 15, 1979

Research papers

Selling advice instead of services

In 1973 at Amro Bank started a program specifically aimed at our own customers informing them that like in a supermarket, we are delivering different (financial) services. They were invited to make use of several more services: a savings account next...

Catalogue: Seminar 1979: The Marketing Of Financial Service In A Competitive Environment
Author: Pol Schevernels
June 15, 1979

Research papers

Syndicated research as a source of ad hoc and trend data on financial services

This paper concerns the data which are available for Financial Services through the Target Group Index. Following a brief introduction - which covers the size and scope of the TGI - it illustrates the types of data which are available in the report,...

Catalogue: Seminar 1979: The Marketing Of Financial Service In A Competitive Environment
Author: John Bermingham
June 15, 1979

Research papers

Tactical contribution made by research into retail banking

Belgium's leading bank, the Societe Generale de Banque, operates on the international market, the corporate market (businesses large and small) and the private customer market. In 1974 a market survey showed that on the private customer market, the...

Catalogue: Seminar 1979: The Marketing Of Financial Service In A Competitive Environment
Author: Philippe Kaisin
June 15, 1979

Research papers

Psychographic segmentation in the financial area

The purpose of this article is to outline the preliminary work we in IBRO have been doing on psychographic segmentation. I will, firstly, say something briefly about the background and basis of the work done, I will then indicate the discriminating...

Catalogue: Seminar 1979: The Marketing Of Financial Service In A Competitive Environment
Author: R. Tiller
June 15, 1979

Research papers

The gap study

This paper reports the advertising strategies developed by Foote, Cone & Belding, based on the Group Attitude Profile Study done by our client, the First National Bank of Chicago. In 1971-72, the Bank undertook one of the most extensive consumer...

Catalogue: Seminar 1979: The Marketing Of Financial Service In A Competitive Environment
Author: Lynne O'Shea
June 15, 1979