Financial Services Marketing: An International Guide to Principles and Practice - Brossura

Waite, Nigel

Brossura

ISBN 10: 0750669977 ISBN 13: 9780750669979

Casa editrice: Routledge, 2006

Riassunto

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.

* Comprehensive coverage of the fundamentals of: financial services strategy, customer acquisition, and customer development
* Strong international dimension: Asian-Pacific, European and US examples
* Draws on both academic theory and practitioner experience, ensuring a blend of academic rigour and insight from practice

Su questo libro

Contenuti:

Foreword; Introduction; The role, contribution and context of financial services; Marketplace structures, products and participants; Introduction to financial services marketing; Analysing the marketing environment; Strategic development and marketing planning; Internationalisation strategies for financial services; Understanding the financial services consumer; Segmentation targeting and positioning; Customer acquisition strategies and the marketing mix; Product-service design and delivery; Communication and promotion; Pricing and value management; Distribution channels: routes-to-market; Customer relationship management strategies; Service delivery and service quality; Customer satisfaction, customer value and treating customers fairly; Putting customer development into practice; Bibliography

Product Description:

Book by Ennew Christine Waite Nigel

Su questa edizione

• Editore: Routledge
• Data di pubblicazione: 2006
• ISBN 10: 0750669977
• ISBN 13: 9780750669979
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 418