Adoption of the Marketing Concept by UK Building Socities

Abstract

This article identifies the different approaches to marketingpreva- lent among UK building societies. Based on the view of marketing either as a function incorporating a number of related activities or as a guiding philosophy for the whole organisation, building societies are divided into four discrete groups. Many differences between the groups are evident in respect of attitudes towards, organisation for and implementation of marketing. Based on these differences, a novel evolutionary pattern of marketing develop- ment within UK building societies is suggested.