Financial Services Marketing : A Guide to Principles and Practice

This fourth edition of Financial Services Marketing firmly reinforces the book’s role as a leading global educational resource, combining appropriate conceptual principles with practical insights on how financial products and services are marketed in the real world. The authors draw upon their extensive international experience marketing some of the world’s best known financial brands including Lloyds TSB and Barclays. Readers will gain a firm understanding of how financial products and services work within the commercial, social, economic, governmental, regulatory and environmental context in which they operate.

This fully updated and revised edition features:

• A brand-new chapter devoted to environmental, social and corporate governance
• Revised coverage of the impact of digital advances in all aspects of business models and marketing practice, including how artificial intelligence (AI) and social marketing are changing financial services and customer experience
• The latest regulatory developments for safeguarding the fair treatment of customers
• New and improved case studies that showcase best practice from around the world
• Upgraded Support Material including new teaching aids and references

Financial Services Marketing is essential reading for advanced undergraduate and postgraduate students studying Marketing for Financial Services, Marketing Strategy and Consumer Ethics in Finance. It is also suitable for executive students studying for professional qualifications and executive MBAs.

Christine Ennew OBE is Emeritus Professor of Marketing at Warwick Business School and was, until recently, Provost at the University of Warwick. She has been actively involved in financial services research for most of her academic career. She has completed a range of funded projects domestically and internationally, most notably in relation to the development of the Trust Index. She has published some 100 articles in refereed journals, presented over 60 refereed conference papers and produced four books.

Nigel Waite cut his marketing teeth in the healthcare and packaged goods markets working with Glaxo Smith Kline and Mars before joining the financial services industry in his early thirties. There he was responsible for marketing a wide range of banking, insurance, investment, savings and loan products for the Lloyds Banking Group and Barclays. The eight years he spent as a board member uniquely qualifies him to appreciate the importance of helicopter vision when it comes to marketing financial products and services. Since the year 2000 he has been an Honorary Professor of Marketing at Nottingham University Business School.

Róisín Waite is Director of Group Digital at Barclays. With almost 20 years working in Financial Services Digital, across insurance, asset management and retail banking, she has extensive experience in both digital marketing strategy and implementation, as well as operational management of banking technology. Róisín was one of the first to graduate from the UK’s first MSc in Digital Marketing Communications.