Targeting the dazed and confused.(marketing strategies for UK financial services firms): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on January 1, 1999. The length of the article is 1161 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: Financial services providers in the UK should take advantage of the results of a survey showing that majority of consumers are confused and anxious about personal finance. The survey, conducted by consumer consultancy Henley Centre, classifies consumers into four market segments according to their attitudes to personal finance, namely, confident investors, apprehensive traditionalists, pressured providers and free-thinking independents. The key to capturing these markets is to establish brands that communicate trust, empathy and accessibility, the survey suggested.

Citation Details
Title: Targeting the dazed and confused.(marketing strategies for UK financial services firms)
Author: Anna Ronay
Publication:Bank Marketing (Magazine/Journal)
Date: January 1, 1999
Publisher: Bank Marketing Assn.
Issue: 101 Page: 14(2)

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