Financial Services Marketing

1st Edition

An international guide to principles and practice

Authors: Christine Ennew Nigel Waite
Paperback ISBN: 9780750669979
Imprint: Butterworth-Heinemann
Published Date: 3rd October 2006
Page Count: 416


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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.

Key Features

  • Comprehensive coverage of the fundamentals of: financial services strategy, customer acquisition, and customer development
  • Strong international dimension: Asian-Pacific, European and US examples
  • Draws on both academic theory and practitioner experience, ensuring a blend of academic rigour and insight from practice


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.

Table of Contents




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 ma


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Paperback ISBN:

About the Author

Christine Ennew

Affiliations and Expertise

Dean, Faculty of Law and Social Sciences, and Professor of Marketing, Nottingham University Business School

Nigel Waite

Affiliations and Expertise

Director of Financial Services Research Forum, Nottingham University Business School, where he is also Special Professor of Marketing.