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Financial services marketingan inter...

Ennew, Christine.

Financial services marketingan international guide to principles and practice /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Financial services marketingChristine T Ennew and Nigel Waite ; [with a foreword by Ron Sandler].
Reminder of title:	an international guide to principles and practice /
Author:	Ennew, Christine.
other author:	Waite, Nigel.
Published:	Amsterdam ;Butterworth-Heinemann,2007.
Description:	xvi, 400 p. :ill. ;25 cm.
Subject:	Financial services industryMarketing.
Online resource:	An electronic book accessible through the World Wide Web; click for information
ISBN:	9780750669979

Financial services marketingan international guide to principles and practice /
Ennew, Christine.

Financial services marketingan international guide to principles and practice /[electronic resource] :Christine T Ennew and Nigel Waite ; [with a foreword by Ron Sandler]. - 1st ed. - Amsterdam ;Butterworth-Heinemann,2007. - xvi, 400 p. :ill. ;25 cm.

Includes bibliographical references (p. [381]-389) and index.

Foreword; Introduction; The role, contribution and context of financial services; Marketplace structures, products and participants; Introduction to financial services marketing; Analysing the marketing environment; Strategic development and marketing planning; Internationalisation strategies for financial services; Understanding the financial services consumer; Segmentation targeting and positioning; Customer acquisition strategies and the marketing mix; Product-service design and delivery; Communication and promotion; Pricing and value management; Distribution channels: routes-to-market; Customer relationship management strategies; Service delivery and service quality; Customer satisfaction, customer value and treating customers fairly; Putting customer development into practice; Bibliography.

Financial Services Marketing: an international guide to principles and practice 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. Financial Services Marketing will help both the student and the practitioner to develop a firm grounding in the fundamentals of: financial services strategy, customer acquisition, and customer development. Reflecting the realities of financial services marketing in an increasingly complex sector, it provides the most up-to-date, international and practical guide to the subject available. * Comprehensive coverage of the fundamentals of: financial services strategy, customer acquisition, and customer development * Strong international dimension: Asian-Pacific, European and US examples * Draws on both academic theory and practitioner experience, ensuring a blend of academic rigour and insight from practice.

Electronic reproduction.
Amsterdam :
Elsevier Science & Technology,
2009.

Mode of access: World Wide Web.

ISBN: 9780750669979

Source: 131839:131946Elsevier Science & Technologyhttp://www.sciencedirect.comSubjects--Topical Terms:

230813
Financial services industry
--Marketing.Index Terms--Genre/Form:

214472
Electronic books.

LC Class. No.: HG173 / .E56 2007

Dewey Class. No.: 332.10688

Financial services marketingan international guide to principles and practice /
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504 $a Includes bibliographical references (p. [381]-389) and index.
505 0 $a Foreword; Introduction; The role, contribution and context of financial services; Marketplace structures, products and participants; Introduction to financial services marketing; Analysing the marketing environment; Strategic development and marketing planning; Internationalisation strategies for financial services; Understanding the financial services consumer; Segmentation targeting and positioning; Customer acquisition strategies and the marketing mix; Product-service design and delivery; Communication and promotion; Pricing and value management; Distribution channels: routes-to-market; Customer relationship management strategies; Service delivery and service quality; Customer satisfaction, customer value and treating customers fairly; Putting customer development into practice; Bibliography.
520 $a Financial Services Marketing: an international guide to principles and practice 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. Financial Services Marketing will help both the student and the practitioner to develop a firm grounding in the fundamentals of: financial services strategy, customer acquisition, and customer development. Reflecting the realities of financial services marketing in an increasingly complex sector, it provides the most up-to-date, international and practical guide to the subject available. * Comprehensive coverage of the fundamentals of: financial services strategy, customer acquisition, and customer development * Strong international dimension: Asian-Pacific, European and US examples * Draws on both academic theory and practitioner experience, ensuring a blend of academic rigour and insight from practice.
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