金融服务的战略营销：回顾与展望[外文翻译].docVIP

标题：Strategic Marketing in Financial Services: Retrospect and Prospect 原文： The concept of marketing as an integrated management function probably only gained acceptance within the financial services sector during the course of the 1980s. Prior to that time, marketing was concerned primarily with advertising and selling existing product ranges. In the same period, the marketing of financial services came of age academically with the launch of the International Journal of Bank Marketing in 1983 and the appearance of a growing number of texts on the subject (see for example, Donnelly et al, 1985; Ennew et al, 1990; Mclver and Naylor, 1987; Marsh, 1988; Watkins and Wright, 1986). As Michael Baker argues in this issue, there is considerable progress to be made before the truly marketing-led provider of financial services appears. Nevertheless, the evidence of the past decade suggests that the extent to which financial services organizations can be considered to be marketing oriented has increased. This article examines the development of marketing in financial services, with a particular focus on marketing strategies and strategic marketing. The Development of Marketing in Financial Services Traditionally, marketing in most Financial Services Organizations was synonymous with selling, advertising and public relations, and it was not until the 1970s that marketing departments were formed on any scale (Newman, 1984). A period of rapid environmental change in the 1970s and 1980s led to the development of marketing as a more integrated function within financial services organizations, with a strategic as well as a tactical role to play in business development. This pattern of change is well documented. Newman (1984), presents a comprehensive analysis of the development of the marketing function within financial services during the 1960s, 1970s and early 1980s which emphasizes the move from marketing as a passive, tactical activity towards a more integrated strategic activity