Marketing Financial Services

by Mike Wright, Christine Ennew (Editor), Trevor Watkins

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.

Product Details

ISBN-13:	9781136380228
Publisher:	Taylor & Francis
Publication date:	02/17/2010
Sold by:	Barnes & Noble
Format:	eBook
Pages:	384
File size:	10 MB

About the Author

Christine Ennew, Trevor Watkins, Mike Wright

Table of Contents

Chapter 1 The changing environment of financial services, James F. Devlin, Mike Wright; Chapter 2 Understanding consumers and markets, Sally McKechnie, Tina Hamson; Chapter 3 Developing marketing strategy, Christine Ennew; Chapter 4 The financial services marketing mix, Christine Ennew, Trevor Watkins; Chapter 5 Product strategy, Christine Ennew; Chapter 6 Advertising and promotion, Des Thwaites; Chapter 7 Pricing, David Llewellyn, Leigh Drake; Chapter 8 Distribution channels, Barry Howcroft, Julia Kiely; Chapter 9 Customer care and service quality, Barbara R. Lewis; Chapter 10 Bank marketing, Mike Wright, Barry Howcroft; Chapter 11 Insurance marketing, Stephen Diacon, Trevor Watkins; Chapter 12 Building society marketing, Donald W. Cowell; Chapter 13 The marketing of unit and investment trusts, Paul Draper; Chapter 14 Credit cards, Steve Worthington; Chapter 15 Case studies; Chapter 15-1 Case 1 Dominion Insurance, Axel Johne, Robert Davis; Chapter 15-2 Case 2 The distribution of collective investments in France, Mike Wright, Laurence Major; Chapter 15-3 Case 3 Allied Irish Banks, Kate Stewart; Chapter 15-4 Case 4 Lloyds Bank and professional introducers, Jim Devlin; Chapter 15-5 Case 5 Regional Bank of Northern England, Barry Howcroft; Chapter 15-6 Case 6 Preston and Lancaster Building Society, Tim Hughes; Chapter 15-7 Case 7 Borders Investment Managers, Paul Draper, David Cook; Chapter 15-8 Case 8 Munich Reinsurance, Trevor Watkins, Christine Ennew, Desmond Le Gruys; Chapter 15-9 Case 9 West of England Bank, Barry Howcroft, Ian Morison;

Editorial Reviews

‘For those whose main interest is financial product marketing, MARKETING FINANCIAL SERVICES is excellent. It is aimed particularly at students taking a CIM or CIB course, but deserves a wider audience altogether.' PUBLIC RELATIONS

From the Publisher