Bank marketing used to be relatively simple. The marketing imperative was: "Be all things to all people." With the changes caused by banking deregulation in the early 1980s, however, the imperative has changed to: "Be all things to some people."

And with this change, bank marketers began to use concepts such as targeted marketing, selectivity, segmentation, data base marketing, and relationship marketing - concepts that originated with industries such as retailing, manufacturing, and communications.

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