Financial Services Marketing : An International Guide to Principles and Practice

Now in its 3rd edition, Financial Services Marketing offers a balanced and useful guide to the topic that is both conceptual and practical. The authors have drawn from extensive international experience to ensure that this text will resonate with users across the globe. This edition is complemented by numerous international references, examples and case studies featuring companies such as American Express, Direct Line, Barclays, NatWest RBS, Aviva and HSBC.

This fully updated and revised edition features:

• An expanded section on regulation which has international reach and addresses the post-Brexit world
• Greatly expanded coverage of digital marketing at both the strategic and tactical levels
• New material on how to improve a company’s trustworthiness and safeguard a culture that is customer-focussed
• New examples, vignettes and case studies that showcase best practice from around the world
• B2B and B2C marketing
• Upgraded PowerPoint support on the companion website

Financial Services Marketing 3e will be hugely beneficial to academic students of marketing and finance, as well as essential reading to those industry-based and studying for professional qualifications.

Christine Ennew OBE is Professor of Marketing and Provost at the University of Warwick. She has been actively involved in financial services research for most of her academic career. She has published some 100 articles in refereed journals, presented over 60 refereed conference papers and produced 4 books.

Nigel Waite is a Director of 3R Insights, an advisory organisation that helps boards of directors to deliver good outcomes to customers of financial services companies. He is also Honorary Professor of Marketing at Nottingham University Business School.

Róisín Waite is Head of Group Digital at Barclays. Róisín was one of the first to graduate from the UKs first MSc in Digital Marketing Communications.