... relevant literature review has been recognized as follows,> Marketing communication strategy> Customer buyer behavior> Service marketing management> Finance service marketing> Bank marketing> Banking management> Chinese banking industry Books review 1. Blois, Keith, 'The Oxford Textbook of Marketing', Oxford University Press Inc. 2000 2. Christian, Gronroos, 'Service management and marketing: a customer relationship management approach', 2000 3. Fill, Chris, 'Marketing Communications', the Prentice Hall Europe, Third edition published, 2002 4. Glynn, William J., Barnes, James G., 'Understanding services management: integrating marketing, organizational behaviour, operations and human resource management', 1995 5. Meidan, Arthur, Moutinho, Luiz, Lewis, Barbara R., 'Financial services marketing', London: Dryden, 1997 6. Madura, Jeff, 'Financial markets and institutions', Minneapolis/St. Paul: West Pub. Co, 1995Parente, Donald, 'Advertising campaign strategy : a guide to marketing communication plans', 1996 7. Varey, Richard J., 'Marketing communication: principles and practice', 2002 8. Percy, Larry, Rossiter, John R., Elliott, Richard, 'Strategic advertising management', 2001 9. Smith, Paul, Berry, Chris, Pulford, Alan, 'Strategic marketing communications: new ...

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