TITLE : BANK MARKETING HANDBOOK, THE.

The banking and finance industry is experiencing a period of dramatic change. This has been brought about both by Government-led deregulation and also through competitive pressures in the industry. The battle for deposits and loans has never been greater and the signs are that this will further intensify in the future.

Competition abounds and increasingly it is necessary for banks, building societies, insurance companies, card companies, unit trust companies and many others to turn to marketing as a way of maintaining and growing a profitable business. The purpose of this book is to help management seize the marketing challenge and to equip people with the essential skills and methodologies of how to both manage and undertake the marketing function.

The book covers all aspects of marketing as it is applied to banking and financial services. Whilst the marketing tools available are the same as those used in other industries their specific application in the financial services industry has to be adapted to meet the special characteristics of the business. The book has therefore been written in such a way as to introduce each element of the marketing activity as it is generally used and then to describe its specific use in the banking and finance sector. A number of working examples are included and show how each element is applied in banking including loans, deposits, transactions and so on.

The book is so structured that the reader can go through the marketing process step by step from defining a marketing strategy, through the development of a plan leading to the design and implementation of a marketing campaign, ending with the question of how best to measure and monitor success. The four Ps of marketing - product, place, promotion and price - as well as people are considered as they relate to banking. Alternatively, the reader may, if he prefers, turn to the individual sections of particular interest to him whether it's direct marketing, marketing training, organisation or whatever. Each chapter contains a summary check- list which attempts to summarise the key points in that chapter.

I would like to record my sincere thanks to Gina, Lucy and Catharine for their marvellous help in getting this book into print. Also my gratitude to my family, Elizabeth, Darius and Giles for their support and encouragement throughout. Finally my thanks to The Chase Manhattan Bank NA and National Westminster Bank PLC for enabling me to test and apply the principles set out in this work.

May I986 Kenneth Andrew Contents