Financial services marketing : an international guide to principles and practice

Abstract

This book contains the ideal balance of marketing theory and practice to appeal to advanced undergraduates and those on professional courses such as the Chartered Institute of Banking. Taking an international and strategic view of an increasingly important and competitive sector, Financial Services Marketing adopts a fresh approach in terms of structure, and is organised around the core marketing activities of marketing for acquisition and marketing for retention. Financial Services Marketing features: Strong international focus: case studies and vignettes representing Asia-Pacific, Europe and the US; Comprehensive coverage, focusing on both B2B and B2C marketing; Expert insights into the latest innovations in the sector, from technological developments, CRM and customer loyalty to issues of social responsibility.