Coverart for item
The Resource Financial services marketing : an international guide to principles and practice, Christine T Ennew and Nigel Waite ; [with a foreword by Ron Sandler], (electronic book)

Financial services marketing : an international guide to principles and practice, Christine T Ennew and Nigel Waite ; [with a foreword by Ron Sandler], (electronic book)

Label
Financial services marketing : an international guide to principles and practice
Title
Financial services marketing
Title remainder
an international guide to principles and practice
Statement of responsibility
Christine T Ennew and Nigel Waite ; [with a foreword by Ron Sandler]
Creator
Contributor
Subject
Language
eng
Summary
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. * 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
Member of
Cataloging source
OPELS
http://library.link/vocab/creatorName
Ennew, Christine
Dewey number
332.10688
Illustrations
illustrations
Index
index present
LC call number
HG173
LC item number
.E56 2007
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
Waite, Nigel
http://library.link/vocab/subjectName
Financial services industry
Label
Financial services marketing : an international guide to principles and practice, Christine T Ennew and Nigel Waite ; [with a foreword by Ron Sandler], (electronic book)
Instantiates
Publication
Bibliography note
Includes bibliographical references (p. [381]-389) and index
Color
multicolored
Contents
Foreword; Introduction; The role, contribution and context of financial services; Marketplace structures, products and participants; Introduction to financial services marketing; Analysing the marketing environment; Strategic development and marketing planning; Internationalisation strategies for financial services; Understanding the financial services consumer; Segmentation targeting and positioning; Customer acquisition strategies and the marketing mix; Product-service design and delivery; Communication and promotion; Pricing and value management; Distribution channels: routes-to-market; Customer relationship management strategies; Service delivery and service quality; Customer satisfaction, customer value and treating customers fairly; Putting customer development into practice; Bibliography
Control code
SCIDI474960542
Dimensions
unknown
Edition
1st ed.
Extent
1 online resource (xvi, 400 p.)
Form of item
online
Isbn
9780750669979
Other physical details
ill.
Specific material designation
remote
Label
Financial services marketing : an international guide to principles and practice, Christine T Ennew and Nigel Waite ; [with a foreword by Ron Sandler], (electronic book)
Publication
Bibliography note
Includes bibliographical references (p. [381]-389) and index
Color
multicolored
Contents
Foreword; Introduction; The role, contribution and context of financial services; Marketplace structures, products and participants; Introduction to financial services marketing; Analysing the marketing environment; Strategic development and marketing planning; Internationalisation strategies for financial services; Understanding the financial services consumer; Segmentation targeting and positioning; Customer acquisition strategies and the marketing mix; Product-service design and delivery; Communication and promotion; Pricing and value management; Distribution channels: routes-to-market; Customer relationship management strategies; Service delivery and service quality; Customer satisfaction, customer value and treating customers fairly; Putting customer development into practice; Bibliography
Control code
SCIDI474960542
Dimensions
unknown
Edition
1st ed.
Extent
1 online resource (xvi, 400 p.)
Form of item
online
Isbn
9780750669979
Other physical details
ill.
Specific material designation
remote

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