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Royal Bank of Scotland

S/M/403. Discuss the interdependence of marketing mix variables in the context of Royal Bank of Scotland (RBS)

WORDS:
3200
DATE:
2008
PRICE:
39.99 GBP

The paper presents a marketing mix approach to personal banking services offered by Royal Bank of Scotland (RBS) focusing on Ulster Bank in Northern Ireland. RBS background is reviewed, the marketing mix model is described and analysed with reference to the bank's products, prices, promotion, place, people, etc.

 

KEYWORDS: Royal Bank of Scotland, RBS, marketing mix,

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