Marketing Financial Services

2nd Edition

Print ISBN: 9780750622479
Imprint: Butterworth-Heinemann
Published Date: 20th October 1995
Page Count: 384


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Within a practical business context of the changing, competitive climate, this book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care, while several relevant case studies have also been added.

Combining analysis of principles, concepts and techniques with sound practical advice, 'Marketing Financial Services' is ideal for students on degree and postgraduate courses, including Chartered Institute of Bankers.

There is also a tutor resource pack to accompany the case studies in this textbook.

Key Features

ideal for CIM diploma students, as well as those on degree and postgraduate courses book combines principles, concepts and techniques with practice strong contributor team


Students on CIB courses; BA business studies students; postgraduate students of marketing.

Table of Contents

The changing Environment of Financial Services (Mike Wright and Jim Devlin); Consumers and Markets (Sally McKechnie and Tina Harrison); Marketing Strategy and Planning (Chris Ennew); Marketing Mix (Chris Ennew and Trevor Watkins); Product Strategy (Chris Ennew); Advertising and Promotion (Des Thwaites); Pricing (Leigh Drake and David Llewellyn); Distribution (Barry Howcroft and Julia Kiely); Customer Care (Barbara Lewis); Bank and Marketing (Barry Howcroft and Mike Wright); Building Society Marketing (Don Cowell); Insurance Marketing (Trevor Watkins and Steve Diacon); Marketing Unit and Investment Trusts (Paul Draper); Credit Cards (Steve Worthington)


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© Butterworth-Heinemann 1995
Paperback ISBN:


`For those whose main interest is financial product marketing, MARKETING FINANCIAL SERVICES is excellent. It is aimed particularly at students taking a CIM or CIB course, but deserves a wider audience altogether.' PUBLIC RELATIONS