I. 국내문헌

1. 서적

1) 金融經濟硏究所 : 金融環境變化와 銀行經營, 서울, 全國銀行聯合會, 1986, 1987.

2) 金元銖 : 마아케팅管理論, 서울, 경문사, 1985.

3) 東西投資經濟硏究所 : 證券投資, 서울, 東西投資經濟硏究所, 1988.

4) 雙龍投資證券 : 證券마아케팅論, 서울, 雙龍經濟硏究所, 1987.

5) 孫正植·姜柄皓·許榮彬 : 금융기관경영론, 서울, 박영사, 1986.

6) 오상락·임종원 : 마아케팅管理論, 서울, 무역경영사, 1977.

7) 윤태한·임웅기 : 한국의 증권시장, 서울, 세경사, 1986.

8) 임종원 : 現代마아케팅管理論, 서울, 무역경영사, 1987.

9) 임종원 : 현대마아케팅원론, 서울, 법문사, 1988.

10) 한의영 : 마아케팅관리론, 서울, 다산출판사, 1984.

2. 논문 및 기타

1) 증권감사원 : 증권감사월보

2) 김기찬 : "서어비스 마아케팅의 전략적전개 - 마아케팅 믹스를 중심으로-", 「마아케팅 연구」, 제2권 제1호, 1987, pp.183-223.

3) 대신증권 : 월간 대신증권, 1987.

4) 윤주섭 : "금융산업발전방안수립에 관한 연구" 1987.

5) 安泰伯 : "規制決定作成과 情報의 連續에 관한 硏究", 서울대학교 대학원 박사학위논문, 1985.

6) 月刊金融, 1988. 5. 23.

7) 月刊每經, 1987. 12. 28

8) 한국은행 : 조사통계월보, 제40권, 1986.

9) 韓龍洙 : "서어비스 마아케팅의 槪念的 틀 및 모델形成을 위한 硏究". 서울대 경영학과 석사학위논문, 1986.

II. 외국문헌

1. 서적

1) Donnelly, James, J. Jr., Berry, Leonard L. and Thompson, Thomas W., Marketing Financial Services, Illinois, Dowjones-Irwin, 1985.

2) Kotler, P., Principles of Marketing, 3rd, ed., Prentice Hall Inc., 1986.

3) Lovelock, Christopher H., Services Marketing, Prentice Hall Inc., 1984.

4) Meidan, Arthur, Bank Marketing Management, London, Macmillan Publishers LTD., 1984.

5) Merrill Lynch, Pierce, Femer & Smith Inc., Marketing, Merrill Lynch, 1984.

6) Perez, Robert C., Marketing Financial Services, New York, Praeger, 1983.

7) Rogers, Evertt, M., Diffusion of Innovations, the Free Press, New York, 1983.

8) 水野哲夫, 銀行の 市長創造, 近代口-ルス社, 1969.

2. 논문

1) Baran, Roger, "Marketing Financial Services to Families", Marketing of Services, AMA, 1981, pp.25-29.

2) Bateson, John E. G., "Do We Need Service Marketing," Marketing Consumer Services : New Insights, Eiglier, Pierre et al., MSI Marketing Report, No. 77-115, Nov., 1977, pp.1-30.

3) Beckwith N. E. and Fitzgerald T. J., "Marketing of Services : Meeting of Different Needs", Marketing of Services, ANA, 1981, pp.239-241.

4) Berry, L. L., "Relationship Marketing", Emerging Perspectives on Services Marketing, AMA, 1983, pp.25-28.

5) Booms, Bernard H. and Bitner, Mary J., "Marketing Strategies and Organization Structures for Service Firms", Marketing of Services, AMA, 1981, pp.47-51.

6) Esters, Robert and Christenson, Don, "Market Segmentation : Effective Design and Use in Financial Service Institutions", JORB, Winter, 1986-87, p.19

7) Fisk, Raymond P., "Toward A Consumption / Evaluation Process Model for Services", Marketing of Services, AMA, 1981, pp.191-195.

8) Friend, I., "The Economic Consequences of the Stock Market", American Economic Review, 1972, pp.212-219.

9) George, William R., and Leonard L. Berry, "Guidelines for the Advertising of Services", Business Horizons, Vol.24, Jul.-Aug., 1981, pp.52-56.

10) Gibson, James, L. and Donnelly, James H. Jr., "Integrating Organizational Structure and Strategy : Achieving a Market-Oriented Financial Institution, JORB, Fall, 1985, pp.13-22.

11) Gronoroos, C., "An Applied Services Marketing Theory", European Journal of Marketing, Vol.16, No.7, 1982, pp.30-41.

12) Gronoroos, C., "Internal Marketing - An Integral Part of Marketing Theory", Marketing of Services, AMA, 1981, pp.236-238.

13) Gronoroos, C., "Internal Marketing - Theory and Practice", Services Marketing in a Changing Environment, AMA, 1985, pp.41-47.

14) Guseman, Dennis S., "Risk Perception and Risk Reduction in Consumer Services", Marketing of Services, AMA, 1981, pp.200-204.

15) Guseman, Dennis S. and Gillett, Peter L., "Services Marketing : The Challenge of Stagflation", Marketing of Services, AMA, pp.182-185.

16) Gwin, John M. and Lindgren, John H. Jr., "Reaching the Services - Sensitive Retail Consumer", JORB, Fall, 1986, pp.36-42.

17) Johnson Eugene M., "Personal Selling in Financial Institutions", Marketing of Services, AMA, 1981, pp.21-24.

18) Johnson Eugene M., "The Selling of Services", Handbook of Modern Marketing, 1970, pp.112-121.

19) Kehoe, William J., Lindgren, John H. Jr. and Berry Leonard L., "Skill and Knowledge Needs of Financial Services Marketers", Marketing of Services, AMA, 1981, pp.30-32.

20) Levitt, Theodore, "Marketing Intangible Products and Intangible", HRB, May-June, 1981, pp.94-102.

21) Levitt, Theodore, "The Industrialization of Services", HBR, Sep.-Oct., 1976, pp.65-68.

22) Levitt, Theodore, "Marketing Myopia", HBR, July-August, 1960, pp.45056.

23) Lovelock, C. H., "Why Marketing Management Needs to be Different for Services?". Marketing of Services, AMA, 1981, pp.5-9.

24) Murphy, Patrick E. and R. K. Robinson, "Concept Testing for Services", Marketing of Services, AMA, 1981, pp.217-220.

25) Parasuraman et al., A., "A Conceptual Model of Services Quality and Implications for Future Research", JOM, Vol. 49, Fall, 1985, pp.44-47.

26) Shanahan, James B., "Service Adjuncts : Conceptual Tool for Service Marketers", Services Marketing in a Changing Environment, 1985, pp.33-35.

27) Shostack, G. Lynn, "Breaking Free from Product Marketing", JOM, Apr., 1977, pp.73-80.

28) Silpakit, Patriya and R. P. Fisk, "Participatising the Service Encounter : A Theoretical Framework", Services Marketing in a Changing Environment, AMA, 1985, pp.117-121.

29) Stern, Barbara B. and Gould, Stephen J., "The Consumer as Financial Opinion Leader", JOBR, Summer, 1988, pp.43-52.

30) Wheatley, John, Chiu, John S. Y. and Goldman, Arieh, "Physical Quality, Price and Perceptions of Product Quality : Implications for Retailer", JOR, Summer, 1981, pp.100-116.

31) Wyckham, R. G., Fitzory P. T. and Mandry G. D., "Marketing of Services", European Journal of Marketing, Vol. 9, No. 1, 1975, p.61.

32) Zeitmal, Valarie, A., A. Parsuraman and L. L. Berry, "Problems and Strategies in Services Marketing", JOM, Vol. 49, Spring, 1985, pp.33-46.

33) Zeitmal, Valarie, A., "How Evaluation Differ Between Goods and Services", Marketing of Services, 1981, pp.186-190.

HBR : Harvard Business Review

JOM : Journal of Marketing

JORB : Journal of Retail Banking