從行業和學術的角度來看，金融服務業是營銷人員非?；钴S的領域?！秶H銀行營銷雜志》（ijbm）提供了傳播與一系列金融服務提供商（從銀行和保險公司到金融顧問和信貸提供商）有關的營銷問題的最新研究的場所。該雜志主要關注基于經驗的研究、思想片段和評論文章。由于其國際性，ijbm中的文章從全球各個角落探討金融服務營銷問題。

The financial services sector is a highly active area for marketers, both from an industry perspective and an academic perspective. The International Journal of Bank Marketing (IJBM) provides the venue for the dissemination of state-of-the-art research on marketing issues related to a range of financial services providers, from banks and insurers to financial advisors and credit providers. The journal primarily focuses on empirically-based studies, thought pieces and review articles. Due to its international nature, articles featured in IJBM explore financial services marketing issues from every corner around the globe.