| Автор | Henthorne, Tony L |
| Автор | Reidenbach, Eric R. |
| Дата выпуска | 1990 |
| dc.description | This research examines the relationship between de- posit share and the various marketin effort components utilized in retail banking. This exploratory wor f focuses on one market in an effort to provide insight and direction for future research. The find- ings suggest that funds expended on distribution have the greatest impact on deposit share followed by expenditures on promotion and service, respectively. Additionally, ev~dence was found to support the argument of increasing returns to scale. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Empirical Evidence on the Relationship Between Marketing Effort and Deposit Share in the Retail Banking Industry |
| Тип | research-article |
| DOI | 10.1300/J090v05n02_08 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 5 |
| Первая страница | 91 |
| Последняя страница | 114 |
| Аффилиация | Henthorne, Tony L; Dept of Mgmt and Marketing, University of Southern Mississippi, Hattiesburg, MS, 39406 |
| Выпуск | 2 |
