"A
useful, up-to-date contribution to the literature for both students of marketing and
financial service professionals" Dr Alan Wilson, University of Strathclyde /
Chief Examiner of Marketing for the Chartered Institute of Bankers in Scotland
In the
current climate, financial services and its marketing have been pushed to the forefront.
Significant regulatory developments, the impact of technology, new entrants, and the
challenge of an increasingly discerning and mobile consumer, are having a profound impact
on competition in the sector and the role of marketing in creating and sustaining a
competitive advantage.
Financial
Services Marketing is an ideal introduction to this important sector, clearly
demonstrating how marketing theory is applied in practice. Logically structured around the
core marketing principles (buyer behaviour, segmentation, product development,
distribution, pricing and promotion), the book is exceptionally clear and well written. In
addition, topical and innovative approaches to marketing are also covered, including
relationship marketing and customer loyalty. Unlike many other texts, the book does not
focus exclusively on the retail environment but incorporates technological developments in
delivery systems, including telephone and internet banking, and the use of IT in database
marketing. Furthermore, it is the first text of its kind to devote a whole chapter to
corporate financial services marketing. Critical to any text within this fast-moving
environment, the book is also extremely up-to-date covering the latest regulatory
developments under the Financial Services Authority and 'new forms of financial
institutions, such as supermarket banks.
Financial
Services Marketing is also particularly user-friendly and includes:
•
Learning objectives and chapter summaries
•
Minicases in all chapters
•
Review questions
• A
final chapter of student projects written in collaboration with leading financial
institutions
• An
instructor's manual
Financial
Services Marketing is essential reading for advanced undergraduate and postgraduate
courses in financial services marketing, as well as professional courses such as the Chart
It is also valuable to students studying services marketing.
332 pages