The Routledge Companion to Financial Services Marketing
- 576 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
The Routledge Companion to Financial Services Marketing
About This Book
Interest in Financial Services Marketing has grown hugely over the last few decades, particularly since the financial crisis, which scarred the industry and its relationship with customers. It reflects the importance of the financial services industry to the economies of every nation and the realisation that the consumption and marketing of financial services differs from that of tangible goods and indeed many other intangible services.
This book is therefore a timely and much needed comprehensive compendium that reflects the development and maturation of the research domain, and pulls together, in a single volume, the current state of thinking and debate. The events associated with the financial crisis have highlighted that there is a need for banks and other financial institutions to understand how to rebuild trust and confidence, improve relationships and derive value from the marketing process.
Edited by an international team of experts, this book will provide the latest thinking on how to manage such challenges and will be vital reading for students and lecturers in financial services marketing, policy makers and practitioners.
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Table of contents
- Cover
- Title
- Copyright
- Contents
- List of figures
- List of tables
- List of contributors
- Introduction: financial services marketing in a post-crisis era
- PART I The dynamic financial services marketing environment
- PART II The financial services consumer and financial decision-making
- PART III Managing financial services relationships and the customer experience
- PART IV Developing and managing the financial services offering
- PART V Financial services pricing strategies
- PART VI Communicating and promoting financial services
- PART VII Distribution and delivery of financial services
- PART VIII Corporate financial services marketing
- PART IX Alternative banking models
- PART X Marketing malpractice and financial fiascos
- PART XI Moral and ethical issues in financial services marketing
- Index