GRABBING THE LEADERSHIP HELM. (cover story)

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    • Abstract:
      The article discusses the importance of marketing leadership in the banking industry. It is noted that many financial institutions are focusing on improving efficiency rather than growth. Topics include competition against other banks by creating a better customer experience, integrating marketing into a bank's strategic planning, and responsibilities of the bank marketer such as brand steward, value introduction, and customer engagement. INSET: The Evolving Role of the Bank Marketer.