Financial Services Marketing
An international guide to principles and practice
- Christine Ennew, Dean, Faculty of Law and Social Sciences, and Professor of Marketing, Nottingham University Business School
- Nigel Waite, Director of Financial Services Research Forum, Nottingham University Business School, where he is also Special Professor of Marketing.
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.
Predominantly a student audience but moderately specialist.Level 2: 2nd/3rd year undergraduates in business/management degrees with services marketing and financial services marketing modules; and broad financial services degrees.Some appeal to:masters level modules in management/marketingstudents of professional qualifications (e.g. Chartered Institute of Banking, Institute of Financial Services) - potentially a substantial market although many professional bodies have their own material.