This book covers winning and retaining both B2B and B2C customers for the many different financial services sectors: banks, insurance companies, investment trusts, stock exchanges, etc. Features include: logical structure with well developed pedagogy; good, established author team; international in scope; strong ancillary content offered via the Companion Website; long case studies with teaching notes and exercises; and, numerous real world vignettes illustrate theory in practice. This is a comprehensive guide to decision making for students of Financial Services Marketing, or marketers working within the financial services sector. The second edition is fully comprehensively revised and updated, with a new structure, many new chapters, a range of international case studies and vignettes and well-developed pedagogical features.