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Overview

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' ...
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Marketing Financial Services

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Overview

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.

Audience: Students on CIB courses; BA business studies students; postgraduate students of marketing.

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Product Details

  • ISBN-13: 9781136380228
  • Publisher: Taylor & Francis
  • Publication date: 2/17/2010
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 2
  • Pages: 384
  • File size: 9 MB

Table of Contents

Preface
Introduction
1 The changing environment of financial services 1
2 Understanding consumers and markets 33
3 Developing marketing strategy 60
4 The financial services marketing mix 86
5 Product strategy 96
6 Advertising and promotion 113
7 Pricing 138
8 Distribution channels 174
9 Customer care and service quality 193
10 Bank marketing 212
11 Insurance marketing 236
12 Building society marketing 262
13 The marketing of unit and investment trusts 278
14 Credit cards 294
15 Case studies 307
References 378
Index 399
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