Marketing of financial services: Abridged version of Drives and tasks in bank marketing (Banking series)

9781492717676: Marketing of financial services: Abridged version of Drives and tasks in bank marketing (Banking series)

I have encountered a number of bankers who said that they did not have to read any book to do their marketing jobs. All that they needed to succeed, according to them, were the flair, ability to network, personal contacts, and entreaty. They also talked about doing things that gratified the expediency of the marketing situation in which they found themselves. I do not, of course, agree with these erroneous views. The factors they identified only relate to, and could be useful in, only certain personal selling assignments. Otherwise, in executing complex marketing tasks, such factors would hardly be relevant. Of the twenty-two chapters of this book, for instance, such factors gained value in only one and a half chapters (see chapters five and twenty-two). This implies that bank marketing transcends the picture of it portrayed by those bankers. Unfortunately, while the erroneous views persist, there are skills gaps in customer service and managing banking relationships. The irony of this situation is that marketing provides structure for, and nourishes, these important functions. In fact, customer service and relationship management are the major building blocks of bank marketing. In writing the book, my intention is to demonstrate the practical issues, lessons, and solutions with which the bankers and customers must contend, with suggestions on how to meet their mutual expectations and needs. Enriched with market researches, empirical data, literature reviews, and theoretical analyses, the book underscores the interdependence of knowledge of theory and practice for the success of marketing in banking. Its target market includes practising bankers, the banking public, business schools and students. The book is divided into five sections, and covers major aspects of bank marketing.

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About the Author:

Leo Onyiriuba is a leading banker and author on banking. He has in the last decade made significant contributions to the development of banking practice in West Africa. He ever seeks to proffer solutions to problems which constrain operators and stakeholders in the banking industry. This goal drives his hope to bring about positive changes in the work of bankers that affect ordinary people. Onyiriuba started building a voice when, as a budding author, he wrote “Economic policy and economic development in Africa” (2000). He was moved to write the book by a need to transform Africa. He adopted a dispassionate stance in analyzing the underlying issues. His all-time bestseller, "Analysing and managing risks of bank lending" (2004), built on foregoing foundation. His voice became more compelling over time as he published "Drives and tasks in bank marketing" (2008), "Dictionary and language of banking" (2010), and "Credit risk: Taming a hotbed of reckless banking" (2013). Onyiriuba is now a well-known and respected voice in banking circles in Nigeria – and, indeed, West Africa. His latest work, “Twisted fate” (2013), underscores his passion about leading a fulfilling life. He makes a case in "Take charge of your finances: Borrow to be rich, not poor" – his forthcoming book on personal finance – for borrowing money without fear from banks to jumpstart, advance, or consolidate well-thought-out business plans. Born on 13 June 1961, Onyiriuba holds undergraduate and post-graduate degrees in business administration and finance. He started a career in banking in 1991 after a stint as a lecturer in the university. As a banker, he was at various times group head (commercial banking), regional director (Lagos), and divisional director (corporate banking). Presently, Leo Onyiriuba runs a financial consultancy in Lagos, Nigeria.

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