Financial Services Marketing
Routledge (Verlag)
978-0-415-52168-0 (ISBN)
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This fully updated and revised second edition features:
A revised approach to the industry in the light of the global financial crisis, including ethical considerations, consumer confidence issues, and new approaches to regulation
New sections on e-commerce and its impact on customer relationships
New case studies and vignettes
A new companion website to support teaching, including PowerPoint slides, test bank questions, additional cases and cameo video mini-lectures.
Financial Services Marketing 2e will help 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.
Christine Ennew is Provost at the University of Nottingham Malaysia Campus, ProVice Chancellor at the University of Nottingham and Professor of Marketing in Nottingham University Business School, UK. Nigel Waite is CEO of The Canford Centre for Customer Development, a specialist financial services strategy and research consultancy. He is also Honorary Professor of Marketing at Nottingham University Business School, UK.
Part I: Context and Strategy 1. The Role, Contribution and Context of Financial Services 2. The Financial Services Marketplace: Structures, Products and Participants 3. Marketing Financial Services: An Overview 4. Strategic Development and Marketing Planning 5. Analysing the Marketing Environment 6.Understanding the Financial Services Consumer 7. Segmentation Targeting and Positioning 8. Internationalisation Strategies for Financial Services Part II: Customer Acquisition 9. Customer Acquisition and the Marketing Mix 10. Product Management 11. Promotion 12. Pricing 13. Distribution Channels: Routes-to-Market Part III: Customer Development 14. Customer Relationship Management: Principles and Practice 15. Service Delivery and Service Quality 16. Satisfaction, Value, Trust and Fairness in Consumer Relationships 17. Marketing: Culture, Challenges and Social Responsibility
| Zusatzinfo | 84 Line drawings, black and white; 7 Halftones, black and white; 27 Tables, black and white; 91 Illustrations, black and white |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 174 x 246 mm |
| Gewicht | 885 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Finanzierung |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Wirtschaft ► Volkswirtschaftslehre ► Finanzwissenschaft | |
| ISBN-10 | 0-415-52168-8 / 0415521688 |
| ISBN-13 | 978-0-415-52168-0 / 9780415521680 |
| Zustand | Neuware |
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