Developing your own niche. (includes related article): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on July 1, 1993. The length of the article is 2023 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: The increasing fragmentation of the financial services marketplace is changing the way banks and other financial institutions market their product and services. The consumer market continues to be divided and subdivided into narrower subsets of customer needs and behavior, which makes it harder for banks to reach and market to customer segments. This environment appears to favor niche players more than large banks. Niche bankers are achieving more success than their bigger competitors mainly because of the former's speed, flexibility and keen focus on specialized markets. Nevertheless, large banks can improve their performance in niche markets by adopting data base marketing and micromarketing. After shifting to targeted marketing, it is important for these banks to leverage all available information, make customers a top priority, invest in technology and leverage customer relationships.

Citation Details
Title: Developing your own niche. (includes related article)
Author: John A. Laurino
Publication:Bank Marketing (Magazine/Journal)
Date: July 1, 1993
Publisher: Bank Marketing Assn.
Volume: v25 Issue: n7 Page: p30(3)

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