TY  - BOOK
AU  - Ennew,Christine
AU  - Waite,Nigel
AU  - Waite,Róisín
TI  - Financial services marketing: an international guide to principles and practice 
SN  - 9781315543765
U1  - 332.10688 ENN.F 
PY  - 2018///
CY  - New York
PB  - Routledge
KW  - Financial services industry
N1  - 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
ER  -