Strategic Marketing Implications of the Changing Environment of Australian Banking

International Journal of Bank Marketing - 1988
Gregory R.Elliott1
1The University of Western Australia

Tóm tắt

The results of a Delphi poll of Australian banking and finance industry experts, show that the banking industry is entering a period of greatly intensified competition, significantly reduced government regulation and the entry of foreign banks and rapid technological change. These changes represent a fundamental change in the operating environment. For some of the present financial institutions, such a future threatens their very existence. For all institutions, however, there is a manifest need to formulate adaptive strategies. In this article, the author explores some appropriate marketing strategies and the consequences of these strategies on the competitive environment.

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International Journal of Bank Marketing

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