Positioning your bank in the customer's mind. (interview with marketing expert Al Ries) (Cover Story): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on September 1, 1993. The length of the article is 4128 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 expert Al Ries believes that positioning is the key to a successful marketing strategy. He explains that such an approach puts the company into the minds of prospects and customers. According to Ries, banks should avoid two common mistakes: trying to appeal to everyone and promoting their services instead of the bank itself. Withdrawing from such practices helps banks infiltrate the consciousness of their targets, thus, achieving a competitive position in the market. Small banks are also advised to compare and contrast themselves with the big banks because these giant-sized competitors have already established themselves in the minds of customers. These small community banks are also advised to position themselves locally, particularly at times when large banks move in into the locality. Ries also emphasizes that banks should discover how they are perceived by customers and develop a marketing plan that addresses, and not changes, such perception.

Citation Details
Title: Positioning your bank in the customer's mind. (interview with marketing expert Al Ries) (Cover Story)
Author: Tanja Lian
Publication:Bank Marketing (Magazine/Journal)
Date: September 1, 1993
Publisher: Bank Marketing Assn.
Volume: v25 Issue: n9 Page: p24(6)

Article Type: Cover Story, Interview

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