Financial Services Marketing: An International Guide to Principles and Practice

Waite, Nigel

ISBN 10: 0750669977 / ISBN 13: 9780750669979

Published by Routledge, 2006

The book has been read but remains in clean condition. All pages are intact and the cover is intact. Some minor wear to the spine. Seller Inventory # GOR006045125

Synopsis:

Financial Services Marketing: an international guide to principles and practice contains the ideal balance of marketing theory and practice to appeal to advanced undergraduates and those on professional courses such as the Chartered Institute of Banking. Taking an international and strategic view of an increasingly important and competitive sector, Financial Services Marketing adopts a fresh approach in terms of structure, and is organised around the core marketing activities of marketing for acquisition and marketing for retention. Financial Services Marketing features:
* Strong international focus: case studies and vignettes representing Asia-Pacific, Europe and the US.
* Comprehensive coverage, focusing on both B2B and B2C marketing.
* Expert insights into the latest innovations in the sector, from technological developments, CRM and customer loyalty to issues of social responsibility.

Financial Services Marketing will help both the student and the practitioner to develop a firm grounding in the fundamentals of: financial services strategy, customer acquisition, and customer development. Reflecting the realities of financial services marketing in an increasingly complex sector, it provides the most up-to-date, international and practical guide to the subject available.

Book Description: Comprehensive and international text, reflecting current thinking in the industry, with a balanced theoretical and practical approach.

Bibliographic Details

Title: Financial Services Marketing: An ...
Publisher: Routledge
Publication Date: 2006
Binding: Paperback
Condition: Good