FINANCIAL SERVICES MARKETING HARRISON T. Księgarnia

"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

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.