Financial services marketing : an international guide to principles and practices

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Bibliographic Details
Main Authors	Ennew, Christine (Author), Waite, Nigel (Author)
Format	Book
Language	English
Published	London ; New York : Routledge, 2013
Edition	2nd ed.
Subjects	finanční služby marketing financial services industry příručky handbooks, manuals, etc
ISBN	9780415521673 978-0-415-52168-0 978-0-203-52164-9
Physical Description	xxii, 495 s. : il. ; 25 cm

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