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...
Marketing Financial Services recognizes that the major function of the financial services marketer is decision making. It focuses on the maj...
Using a step-by-step approach, this book takes you right through the case study research process from research design and data collection using qualitative and quantitative methods, to research analysis, writing up and presenting your work.
Using a step-by-step approach, this book takes you right through the case study research process from research design and data collection using qualit...
