How to create customer preference . European consumer trends in banking
JimWilliams Marianne MollmannYoung Rubicam/Europe, France andPhilippe BoutiBurson-Marsteller/Europe, France;
INTRODUCTION
'French Banks: The Disaster: The disastrous situation of French banks will cost every taxpayer 10.000 FF! And tens of thousands of jobs!' (Le Point, March 1996)
'Uk: Twilight of the Banks: Of all the industries that have fallen in the public esteem one thinks of estate agents, of politicians, even of Her Majesty's loyal press corps - few...