金融服务的战略营销：回顾与展望[外文翻译]

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1、标题：StrategicMarketinginFinancialServices:RetrospectandProspect原文：Theconceptofmarketingasanintegratedmanagementfunctionprobablyonlygainedacceptancewithinthefinancialservicessectorduringthecourseofthe1980s.Priortothattime,marketingwasconcernedprimarilywithadvertisingandsellingexistingp

2、roductranges.Inthesameperiod,themarketingoffinancialservicescameofageacademicallywiththelaunchoftheInternationalJournalofBankMarketingin1983andtheappearanceofagrowingnumberoftextsonthesubject(seeforexample,Donnellyetal,1985;Ennewetal,1990;MclverandNaylor,1987;Marsh,1988;WatkinsandWri

3、ght,1986).AsMichaelBakerarguesinthisissue,thereisconsiderableprogresstobemadebeforethetrulymarketing-ledprovideroffinancialservicesappears.Nevertheless,theevidenceofthepastdecadesuggeststhattheextenttowhichfinancialservicesorganizationscanbeconsideredtobemarketingorientedhasincreased

4、.Thisarticleexaminesthedevelopmentofmarketinginfinancialservices,withaparticularfocusonmarketingstrategiesandstrategicmarketing.TheDevelopmentofMarketinginFinancialServicesTraditionally,marketinginmostFinancialServicesOrganizationswassynonymouswithselling,advertisingandpublicrelation

5、s,anditwasnotuntilthe1970sthatmarketingdepartmentswereformedonanyscale(Newman,1984).Aperiodofrapidenvironmentalchangeinthe1970sand1980sledtothedevelopmentofmarketingasamoreintegratedfunctionwithinfinancialservicesorganizations,withastrategicaswellasatacticalroletoplayinbusinessdevelo

6、pment.Thispatternofchangeiswelldocumented.Newman(1984),presentsacomprehensiveanalysisofthedevelopmentofthemarketingfunctionwithinfinancialservicesduringthe1960s,1970sandearly1980swhichemphasizesthemovefrommarketingasapassive,tacticalactivitytowardsamoreintegratedstrategicactivity.Thi

7、strendissupportedbyevidencefromlatersurveyswhichdocumentthechangeinstrategicemphasisasFSOsmovedawayfromafinance/operationsorientationtowardsamarketingorientation(HooleyandMann,1988).However,thesamestudynotestherelativelylowlevelofawarenessofstrategicmarketingplanningtoolsamongmarketi

8、ngexecutives