AGGRESSIVE AND PRUDENTIAL MARKETING STRATEGY FOR FINANCIAL SERVICES

In the light of poor performance, there is debate about the benefits m arketing has brought to the UK financial services industry. This argum ent is assessed in the light of marketing concepts and the findings of a study investigating the focus of marketing strategy in successful f inancial service companies. Based on qualitative data fr om rigorously identified companies, the article finds that the balancing of aggress ion and prudence in strategy, which is emphasised in marketing theory, is one of the factors which sets apart successful financial service c ompanies. The findings suggest that the successful companies are those focusing on strategies embracing the key marketing concepts of select ivity and profit orientation.