Financial services marketing: A guide to principles and practice
Publication details: New York: Routledge, 2025.Edition: 4thDescription: xxiii, 637p., ind., 24 cm X 17 cmISBN:- 9781032504643
- 332.1068
| Item type | Current library | Call number | Materials specified | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| Books | KEIC | 332.1068 ENN (Browse shelf(Opens below)) | Available | 23833 |
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Recommended by: Nilay Venkat
Content:
Part I: Context and strategy, 1. The role, contribution and context of financial services, 2. Financial services: role, contribution and context, 3. Marketing financial services: an overview, 4. Strategic development and marketing planning, 5. analysing the marketing environment, 6. Understanding the financial services consumer, 7. Segmentation targeting and positioning, 8. Internationalisation strategies for financial services; Part I case studies; Part II: Customer acquisition, 9. Customer acquisition and the marketing mix, 10 Product and consumer needs, 11. Communication and promotion, 12. Price and cost to the consumer, 13. Customer convenience and distribution, Part II case studies; PART III: Managing customer relationships and the future of marketing, 14. Customer relationship management principles and practice, 15. Service delivery and service quality, 16. Satisfaction, value, trust and fairness in customer relationships, 17. Corporate social responsibility (CSR) and environmental, social and governance (ESG) 18. Marketing culture, challenges and evaluation, Part III case studies
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