This thesis examines the marketing practice of personal financial services organisations in the Republic of Ireland, with particular reference to the changing role of women in Irish society. The financial services marketing literature identifies women customers as a potentially high-growth and profitable segment for organisations; this is grounded in the marketing, consumer behaviour and advertising literature concerning the changing role of women in society. From an Irish perspective, a body of literature documenting the changing role of women in Irish society is reviewed and the research setting, namely the personal financial services industry in the Republic of Ireland, is examined in detail. A bilateral approach to research concerning the marketing practice of the leading personal financial services organisations in the Republic of Ireland was adopted. A questionnaire survey of the marketing managers of the leading personal financial services organisations in the Republic of Ireland was undertaken to gain a rigorous, objective account of the marketing practice of these organisations to women customers. A qualitative investigation, by means of interview, was undertaken to obtain a more complete understanding of the marketing practice of these organisations, with specific reference to women customers. On the basis of the research conducted, it was concluded that financial services organisations in the Republic of Ireland have not, on the whole, adapted their marketing strategies noticeably in response to the changing role of women in society. There was however some evidence in the findings to suggest an emergent interest in marketing to the female segment of the market and a degree to sensitivity to the issue of the changing role of women in society.