An international guide to principles and practice To order this title, and for more information, click here
By 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.
Description 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.
Audience
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/marketing
students 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.
Contents Acknowledgements
Foreword
Introduction
PART I: Context and strategy
1 The role, contribution and context of financial services
1.1
Introduction
1.2 Economic development
1.3 Government welfare context
1.4 Lifetime income smoothing
1.5 The management of risk
1.6 Financial
exclusion
1.7 Mutual and proprietary supply
1.8 Regulation of financial services
1.9 Summary and conclusions
2 Marketplace structures,
products and participants
2.1 Introduction
2.2 Some historical perspectives
2.3 The geography of supply
2.4 An outline of product variants
2.5 Banking and money transmission
2.6 Lending and credit
2.7 Saving and investing
2.8 Life assurance
2.9 General insurance
2.10 Summary
and conclusions
3 Introduction to financial services marketing
3.1 Introduction
3.2 Defining financial services
3.3 The differences
between goods and services
3.4 The distinctive characteristics of financial services
3.5 The marketing challenge
3.6 Classifying services
3.7 Summary and conclusions
4 Analysing the marketing environment
4.1 Introduction
4.2 The marketing environment
4.3 The macro-environment
4.4 The market environment
4.5 The internal environment
4.6 Evaluating developments in the marketing environment
4.7 Conclusions
5 Strategic
development and marketing planning
5.1 Introduction
5.2 Strategic marketing
5.3 Developing a strategic marketing plan
5.4 Tools for
strategy development
5.5 Summary and conclusions
6 Internationalisation strategies for financial services
6.1 Introduction
6.2 Internationalisation
and the characteristics of financial services
6.3 The drivers of internationalisation
6.4 Globalisation strategies
6.5 Strategy selection
and implementation
6.6 Summary and conclusions
7 Understanding the financial services consumer
7.1 Introduction
7.2 Consumer choice
and financial service
7.3 Consumer buying behaviour in financial services
7.4 Industry responses
7.5 Summary and conclusions
8 Segmentation
targeting and positioning
8.1 Introduction
8.2 The benefits of segmentation
8.3 Successful segmentation
8.4 Approaches to segmenting
consumer markets
8.5 Approaches to segmenting business-to-business markets
8.6 Targeting strategies
8.7 Positioning products and companies
8.8 Repositioning
8.9 Summary and conclusions
PART II: Customer acquisition
9 Customer acquisition strategies and the marketing mix
9.1 Introduction
9.2 Short-term marketing planning
9.3 The role of the financial services marketing mix
9.4 The financial services marketing
mix: key issues
9.5 Customer acquisition and the financial services marketing mix
9.6 Summary and conclusions
10 Product-service design
and delivery
10.1 Introduction
10.2 The concept of the service product
10.3 Islamic financial instruments
10.4 Influences on product
management
10.5 Managing existing product lines
10.6 New product development
10.7 Summary and conclusions
11 Communication and promotion
11.1 Introduction
11.2 Principles of communication
11.3 Planning a promotional campaign
11.4 Forms of promotion
11.5 Summary and
conclusions
12 Pricing and value management
12.1 Introduction
12.2 The role and characteristics of price
12.3 Value and the challenges
of pricing financial services
12.4 Methods for determining price
12.5 Price differentiation and discrimination
12.6 Price determination
12.7 Pricing strategy and promotional pricing
12.8 Summary and conclusions
13 Distribution channels: routes-to-market
13.1 Introduction
13.2 Distribution: distinguishing features
13.3 Distribution methods and models
13.4 Distribution channels
13.5 Summary and conclusions
PART III: Customer development
14 Customer relationship management strategies
14.1 Introduction
14.2 Drivers of Change
14.3 Customer
persistency – acquire the right customers
14.4 Retaining the right customers
14.5 Customer retention strategies
14.6 The customer relationship
chain
14.7 Lifetime customer value
14.8 Relationship marketing in specific contexts
14.9 Customer data management
14.10 Summary and conclusions
15 Service delivery and service quality
15.1 Introduction
15.2 The service profit-chain
15.3 Defining service quality
15.4 Models of
service quality
15.5 The gap model of service delivery
15.6 The outcomes of service quality
15.7 Service failure and recovery
15.8 Summary
and conclusions
16 Customer satisfaction, customer value and treating customers fairly
16.1 Introduction
16.2 Understanding customer
satisfaction
16.3 Customer value
16.4 Defining customer satisfaction
16.5 Methodologies for obtaining satisfaction data
16.6 Making appropriate
using of satisfaction information
16.7 Treating customers fairly
16.8 The satisfaction-advocacy relationship
17 Putting customer development
into practice
17.1 Introduction
17.2 People and culture
17.3 Product considerations
17.4 Pricing and value
17.5 Advertising and promotion
17.6 Distribution and access
17.7 Processes
17.8 Evaluating marketing performance
17.9 Corporate social responsibility
17.10 Towards
a sustainable future
17.11 Summary and conclusions
Bibliography
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