The Adoption of Marketing by Financial Institutions in the UK

This article presents the results of a recent survey into the adoption of marketing techniques and philosophies among UK financial institutions. The research was prompted by the increasingly competitive nature of the markets for financial services and the subsequent recent interest in the adoption of a more marketing-oriented approach to doing business. It was found that financial institutions have moved some way towards adopting more of a marketing orientation. There is still, however, much scope for further improvement.