The Adoption of a Retail-Oriented Marketing Mix for Bank Branch Operations

This article considers the major emphasis currently being placed by the retail banks on the distribution element of the marketing mix. In particular, it demonstrates that the retail banks within the UK have recognised the importance of the branch network in achieving a competitive advantage and are currently active to a greater or lesser degree in adopting a retail-oriented marketing mix for bank branch operations. The article goes on to argue that the mix has not yet been successfully co-ordinated as a result of the limited remit of marketing personnel within the banking sector.