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- 384 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
Marketing Financial Services
Book details
Table of contents
Citations
About This Book
Within a practical business context of the changing, competitive climate, this book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care, while several relevant case studies have also been added. Combining analysis of principles, concepts and techniques with sound practical advice, 'Marketing Financial Services' is ideal for students on degree and postgraduate courses, including Chartered Institute of Bankers. There is also a tutor resource pack to accompany the case studies in this textbook.
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Yes, you can access Marketing Financial Services by Mike Wright,Trevor Watkins, Christine Ennew in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.
Table of contents
- Cover
- Title
- Copyright
- Contents
- Preface
- Introduction
- 1. The changing environment of financial services
- 2. Understanding consumers and markets
- 3. Developing marketing strategy
- 4. The financial services marketing mix
- 5. Product strategy
- 6. Advertising and promotion
- 7. Pricing
- 8. Distribution channels
- 9. Customer care and service quality
- 10. Bank marketing
- 11. Insurance marketing
- 12. Building society marketing
- 13. The marketing of unit and investment trusts
- 14. Credit cards
- 15. Case studies
- References
- Index