Marketing financial services to mature consumers

Article Abstract:

Financial services marketing to older consumers is studied. Results show that the financial services sector is not as effective as other industries in marketing to older consumers. Both the biophysical and pyschosocial needs of older consumers have to be addressed for effective marketing. These include making information sources easier to read, training employees to interact better with older consumers and using older spokespersons in advertisements.

Aged, Elderly

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Marketing effectiveness and business performance in the financial services industry

Article Abstract:

Specific marketing practices had a positive effect on business performance at the 52 financial services firms that were evaluated for this study. Integrated marketing programs and corporate efficiency contributed to higher business performance.

United Kingdom, Statistical Data Included

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Marketing financial services to Hispanic American consumers: a portfolio-centric analysis

Article Abstract:

The process of selling and marketing financial products and services to Hispanic American market segment in America is discussed, on the basis of port-folio centric analysis.

United States, Marketing procedures, DEPOSITORY INSTITUTIONS, Targets & Markets, Hispanic Americans, Methods, Market segmentation, Company marketing practices, Target marketing

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