Marketing financial services.

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Title:

Marketing financial services.

Author:

Farquhar, Jillian Dawes.

ISBN:

9780230201187

9780333550038

Personal Author:

Farquhar, Jillian Dawes.

Edition:

2. ed.

Publication Information:

Basingstoke : Palgrave Macmillan, 2010.

Physical Description:

404 s.

Abstract:

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.

Subject Term:

Financial services industry -- Marketing.

Added Author:

Meidan, Arthur.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	23168001674587	332.10688 F247M 2010	1	Searching... Unknown

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Summary

Marketing Financial Services recognises that the major function of the financial services marketer is decision making. It focuses on the major types of decisions - and problems - facing marketing executives. Strategies to win and retain B2B and B2C customers are discussed in the context of many financial services sectors, including banks, insurance companies, investment trusts and stock exchanges.

This second edition has been thoroughly updated to reflect changes in the industry and the availability of new technologies. The text has been made more accessible and includes gripping case studies to demonstrate the realities of financial services marketing in an unstable and competitive environment.

Key features:

- Logical structure and improved pedagogy, including new vignettes and detailed case studies
- An experienced and established author team gives expert advice
- International coverage shows you the big picture
- Companion Website, offering PowerPoint slides, revision questions and answers to case study exercises, and long case studies with notes and exercises