Personal Selling in the US Banking Industry: 1983 and 1988 Academic Article uri icon


  • Competition fostered by deregulation of the US banking industry, along with increasing complex product offerings and the growth of importance of relationship banking have brought the need for personal selling effectiveness to the forefront in the US banking industry. An extensive comparison of 1983 and 1988 measures shows that little overall change has taken place in the sales orientation of US banks in the last five years. © 1990, Taylor & Francis Group, LLC. All rights reserved.

author list (cited authors)

  • Berry, L. L., & Kantak, D. M.

citation count

  • 7

publication date

  • January 1990