MCIFs critical to marketing credit products. (Marketing Customer Information File) (The Last Word): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on March 1, 1994. The length of the article is 749 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: Marketing Customer Information Files (MCIFs) can effectively help bank marketers maintain their dominance in the consumer-loan market. This tool is very valuable in the development of a strategy for expanding a consumer-loan portfolio and in the implementation of the strategy through a direct marketing program. Basically, MCIFs indicate which customers should be targeted for different lending products and help in ascertaining whether a tactical plan was a success or not. As direct mailing are sent to prospects, the strategy can be refined further. Product combinations can be reshuffled so that mailings can be more targeted. Also, customer segments that are price sensitive and those that are not can be identified. Aside from traditional targets of consumer-loan marketing efforts, the use of MCIFs can also help attract low- to moderate-income markets.

Citation Details
Title: MCIFs critical to marketing credit products. (Marketing Customer Information File) (The Last Word)
Author: L. Biff Motley
Publication:Bank Marketing (Magazine/Journal)
Date: March 1, 1994
Publisher: Bank Marketing Assn.
Volume: v26 Issue: n3 Page: p60(1)

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