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Article: Market share and profits: does marketing matter? (Cover Story)
- Article from:
- Bank Marketing
- Article date:
- December 1, 1991
- Author:
CopyrightCOPYRIGHT 1991 Bank Marketing Assn. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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MARKET SHARE AND PROFITS
It's not that the jury is still out on the question of whether market share is a good thing - what is confusing is that the jury keeps changing its mind.
There is uncertainty about most aspects of the question - little agreement on how to measure market share, debate about whether market share correlates with profits and a suspicion that the investment community will exact penalties from a bank that goes after market share.
In a year which has heralded some of the largest bank mergers in history, the ones that have received the most scrutiny are the in-market mergers, with the market share and potential cost-effectiveness ...