Financial services marketing : an international guide to principles and practice

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Bibliographic Details
Main Authors Ennew, Christine (Author), Waite, Nigel (Author)
Corporate Author EBSCO Publishing (firma)
Format Electronic eBook
LanguageEnglish
Published London ; New York : Routledge, Taylor & Francis Group, 2013
EditionSecond edition
Subjects
finanční služby
marketing
financial services industry
příručky
elektronické knihy
electronic books
handbooks, manuals, etc
Online AccessFull text
ISBN9780203521649
Physical Description1 online zdroj (xxii, 495 stran) : ilustrace

Cover

Table of Contents:
  • Context and strategy
  • The role, contribution and context of financial services
  • The financial services marketplace : structures, products and participants
  • Marketing financial services : an overview
  • Strategic development and marketing planning
  • Analysing the marketing environment
  • 6.understanding the financial services consumer
  • Segmentation targeting and positioning
  • Internationalisation strategies for financial services
  • Customer acquisition
  • Customer acquisition and the marketing mix
  • Product management
  • Promotion
  • Pricing
  • Distribution channels: routes-to-market
  • Customer development
  • Customer relationship management : principles and practice
  • Service delivery and service quality
  • Satisfaction, value, trust and fairness in consumer relationships
  • Marketing : culture, challenges and social responsibility

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