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Financial services marketing : an international guide to principles and practice /
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| Other Authors: | , |
| Format: | Printed Book |
| Published: |
London:
Routledge,
2018.
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| Edition: | Third Edition. |
| Subjects: |
Table of Contents:
- Acknowledgements
- Introduction
- Context and strategy
- The role, contribution and context of financial services
- The financial services marketplace : structures, products and participants
- Marketing financial services : an overview
- Strategic development and marketing planning
- Analysing the marketing environment
- Understanding the financial services consumer
- Segmentation targeting and positioning
- Internationalisation strategies for financial services
- Customer acquisition and the marketing mix
- Product and consumer needs
- Communication and promotion
- Price and cost to the consumer
- Consumer convenience and distribution
- Customer relationship management: principles and practice
- Service delivery and service quality
- Satisfaction, value, trust and fairness in customer relationships
- Marketing: culture, challenges and social responsibility.