Marketing Financial Services

ISBN-13: 9780230201187 / Angielski / Miękka / 2010 / 350 str.

Jillian Farquhar

Opis

Marketing Financial Services recognizes 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.
This 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.
Key features include:
Logical structure and improved pedagogy, including new vignettes and detailed case studies
An experienced and established author team gives expert advice
International coverage shows you the big picture
Companion Website, offering PowerPoint slides, revision questions and answers to case study exercises, and long case studies with notes and exercisesFeaturing detailed case studies and international coverage, this updated edition is an invaluable resource for academics, students, practitioners and marketing managers. Companion Website: http: //www.palgrave.com/business/farquhar2/"

Spis treści

Marketing 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 Services.

O autorze

JILLIAN 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 International Journal of Bank Marketing.

ARTHUR 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 International Journal of Bank Marketing and the Journal of Financial Services Marketing.

Blurb

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.

This 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.

Key features:

• Logical structure and improved pedagogy, including new vignettes and detailed case studies
• An experienced and established author team gives expert advice
• International coverage shows you the big picture
• Companion Website, offering PowerPoint slides, revision questions and answers to case study exercises, and long case studies with notes and exercises