Format:
1 Online-Ressource (xi, 404 Seiten)
Edition:
2nd edition
ISBN:
9780750622479
,
0750622474
,
9780080938318
,
0080938310
Series Statement:
The Marketing series
Content:
The changing Environment of Financial Services (Mike Wright and Jim Devlin); Consumers and Markets (Sally McKechnie and Tina Harrison); Marketing Strategy and Planning (Chris Ennew); Marketing Mix (Chris Ennew and Trevor Watkins); Product Strategy (Chris Ennew); Advertising and Promotion (Des Thwaites); Pricing (Leigh Drake and David Llewellyn); Distribution (Barry Howcroft and Julia Kiely); Customer Care (Barbara Lewis); Bank and Marketing (Barry Howcroft and Mike Wright); Building Society Marketing (Don Cowell); Insurance Marketing (Trevor Watkins and Steve Diacon); Marketing Unit and Investment Trusts (Paul Draper); Credit Cards (Steve Worthington)
Content:
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. ideal for CIM diploma students, as well as those on degree and postgraduate courses book combines principles, concepts and techniques with practice strong contributor team
Content:
This second edition of Marketing Financial Services, written by leading experts in the field, examines the increasing use of marketing techniques in the financial services industry. Within the practical business context of the changing, competitive climate, the book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care. Several relevant case studies have also been added. Students on degree and postgraduate courses, including Chartered Institute of Bankers, will find this edited book combines principles, concepts and techniques with practice
Note:
Includes bibliographical references (p. [378]-397) and index
,
1. The changing environment of financial services / James F. Devlin and Mike Wright -- 2. Understanding consumers and markets / Sally McKechnie and Tina Harrison -- 3. Developing marketing strategy / Christine Ennew -- 4. The financial services marketing mix / Christine Ennew and Trevor Watkins -- 5. Product strategy / Christine Ennew -- 6. Advertising and promotion / Des Thwaites -- 7. Pricing / David Llewellyn and Leigh Drake -- 8. Distribution channels / Barry Howcroft and Julia Kiely -- 9. Customer care and service quality / Barbara R. Lewis -- 10. Bank marketing / Mike Wright and Barry Howcroft -- 11. Insurance marketing / Stephen Diacon and Trevor Watkins -- 12. Building society marketing / Donald W. Cowell -- 13. The marketing of unit and investment trusts / Paul Draper -- 14. Credit cards / Steve Worthington -- 15. Case studies
Language:
English
Keywords:
Electronic books
Author information:
Wright, Mike 1952-2019
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