Some students in business admin and information systems studied marketing or e-marketing in the financial servcies sector. It is important to note that when reviewing literature in marketing, you need to consider more specifically the literature of financial services marketing. The following textbook is useful for a start:
Harrison, T. (2000) Financial Services Marketing, Prentice Hall.
A relevant academic journal is International Journal of Bank Marketing, published by Emerald. Journal of Banking & Finance published by Elsevier is also relevant for literature review purpose.
Marketing topics in the financial sector have been covered in general business and marketing journals from time to time, obviously.
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