| Description |
1 online resource (xxii, 495 pages) : illustrations |
| Note |
Previous edition: Butterworth-Heinemann/Elsevier, 2006. |
| Bibliography |
Includes bibliographical references (pages 476-486) and index. |
| Contents |
Context and strategy -- The role, contribution and context of financial services -- The financial services marketplace : structures, products and participants -- Marketing financial services : an overview -- Strategic development and marketing planning -- Analysing the marketing environment -- 6.understanding the financial services consumer -- Segmentation targeting and positioning -- Internationalisation strategies for financial services -- Customer acquisition -- Customer acquisition and the marketing mix -- Product management -- Promotion -- Pricing -- Distribution channels: routes-to-market -- Customer development -- Customer relationship management : principles and practice -- Service delivery and service quality -- Satisfaction, value, trust and fairness in consumer relationships -- Marketing : culture, challenges and social responsibility. |
| Summary |
This fully updated and revised second edition draws on global business cases from both B2B and B2C marketing, taking a unique approach in terms of structure by splitting discussion between marketing for acquisition and marketing for retention.With new case studies and vignettes and a new companion website to support teaching, this text will help 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, |
| Subject |
Financial services industry -- Marketing.
|
|
Financial services industry -- Marketing |
| Added Author |
Waite, Nigel.
|
| Other Form: |
Print version: 0415521688 |
| ISBN |
1299715745 (ebk) |
|
9781299715745 (ebk) |
|
9781134075959 (electronic bk.) |
|
1134075952 (electronic bk.) |
|
9780203521649 (ebook) |
|
0203521641 |
|
9780203521649 |
|
9781134076024 |
|
1134076029 |
|
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