Financial services marketing : an international guide to principles and practice /
Ennew, Christine,
Financial services marketing : an international guide to principles and practice / Christine Ennew, Nigel Waite and Róisín Waite. - Third Edition. - New York: Routledge, 2018. - xx;591p.:.
Revised edition of Financial services marketing, 2013.
Includes bibliographical references and index.
Acknowledgements -- Introduction -- Context and strategy -- The role, contribution and context of financial services -- The financial services marketplace : structures, products and participants -- Marketing financial services : an overview -- Strategic development and marketing planning -- Analysing the marketing environment -- Understanding the financial services consumer -- Segmentation targeting and positioning -- Internationalisation strategies for financial services -- Customer acquisition and the marketing mix -- Product and consumer needs -- Communication and promotion -- Price and cost to the consumer -- Consumer convenience and distribution -- Customer relationship management: principles and practice -- Service delivery and service quality -- Satisfaction, value, trust and fairness in customer relationships -- Marketing: culture, challenges and social responsibility.
9781315543765 9781138684522
Financial services industry
332.10688 ENN.F
Financial services marketing : an international guide to principles and practice / Christine Ennew, Nigel Waite and Róisín Waite. - Third Edition. - New York: Routledge, 2018. - xx;591p.:.
Revised edition of Financial services marketing, 2013.
Includes bibliographical references and index.
Acknowledgements -- Introduction -- Context and strategy -- The role, contribution and context of financial services -- The financial services marketplace : structures, products and participants -- Marketing financial services : an overview -- Strategic development and marketing planning -- Analysing the marketing environment -- Understanding the financial services consumer -- Segmentation targeting and positioning -- Internationalisation strategies for financial services -- Customer acquisition and the marketing mix -- Product and consumer needs -- Communication and promotion -- Price and cost to the consumer -- Consumer convenience and distribution -- Customer relationship management: principles and practice -- Service delivery and service quality -- Satisfaction, value, trust and fairness in customer relationships -- Marketing: culture, challenges and social responsibility.
9781315543765 9781138684522
Financial services industry
332.10688 ENN.F