MARKETING FINANCIAL SERVICES

Opis produktu

Marketing Financial Services recognises that the major function of the financial services marketer is decision making. It focuses on the major types of decisions and problems facing marketing executives. Strategies to win and retain B2B and B2C customers are discussed in the context of many financial services sectors including banks insurance companies investment trusts and stock exchanges.brbrThis second edition has been thoroughly updated to reflect changes in the industry and the availability of new technologies. The text has been made more accessible and includes gripping case studies to demonstrate the realities of financial services marketing in an unstable and competitive environment.brbrKey features:brbró Logical structure and improved pedagogy including new vignettes and detailed case studiesbró An experienced and established author team gives expert advicebró International coverage shows you the big picturebró Companion Website offering PowerPoint slides revision questions and answers to case study exercises and long case studies with notes and exeMarketing and financial services: an overview. The financial services environment. The Financial Services Customer. Segmenting& Targeting the Financial Services Marketplace. Information for marketing financial services. Relationship Marketing in Financial Services. Building and sustaining the financial services brand. Creating value: the financial services product. Pricing and Value in Financial Services. Distributing Financial Services. Communicating in the Marketing of Financial Services. Marketing Strategies in Financial SerJILLIAN DAWES FARQUHAR is is Professor of Marketing Strategy at the University of Bedfordshire UK. She has extensive experience of consulting for major financial services providers and is Editor of the emInternational Journal of Bank Marketing/em.brbrARTHUR MEIDAN is Emeritus Professor of Marketing at Sheffield University Management School UK. He has lectured consulted and taught extensively on bank and insurance marketing throughout the world. He has also :published widely and currently serves on the editorial board for both the emInternational Journal of Bank Marketing/em and the emJournal of Financial Services Marketing/eMarketing Financial Services recognises that the major function of the financial services marketer is decision making. It focuses on the major types of decisions and problems facing marketing executives. Strategies to win and retain B2B and B2C customers are discussed in the context of many financial services sectors including banks insurance companies investment trusts and stock exchanges.brbrThis second edition has been thoroughly updated to reflect changes in the industry and the availability of new technologies. The text has been made more accessible and includes gripping case studies to demonstrate the realities of financial services marketing in an unstable and competitive environm

Wymiary: 832 gr 189 mm 246 mm