Christine Ennew, Nigel Waite, Róisín Waite

Financial Services Marketing (eBook, ePUB)

An International Guide to Principles and Practice

• Format: ePub

Produktbeschreibung

Now in its 3rd edition, Financial Services Marketing offers a balanced and useful guide to the topic that is both conceptual and practical. The authors have drawn from extensive international experience to ensure that this text will resonate with users across the globe. This edition is complemented by numerous international references, examples and case studies featuring companies such as American Express, Direct Line, Barclays, NatWest RBS, Aviva and HSBC.

Financial Services Marketing 3e will be hugely beneficial to academic students of marketing and finance, as well as essential reading to those industry-based and studying for professional qualifications.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 612
• Erscheinungstermin: 7. November 2017
• Englisch
• ISBN-13: 9781134850594
• Artikelnr.: 49998478

Autorenporträt

Christine Ennew OBE is Professor of Marketing and Provost at the University of Warwick. She has been actively involved in financial services research for most of her academic career. She has published some 100 articles in refereed journals, presented over 60 refereed conference papers and produced 4 books.

Nigel Waite is a Director of 3R Insights, an advisory organisation that helps boards of directors to deliver good outcomes to customers of financial services companies. He is also Honorary Professor of Marketing at Nottingham University Business School.

Róisín Waite is Head of Group Digital at Barclays. Róisín was one of the first to graduate from the UKs first MSc in Digital Marketing Communications.

Inhaltsangabe

Introduction; Part I: Context and Strategy
1. The Role
Contribution and Context of Financial Services
2. The Financial Services Marketplace: Structures
Products and Participants
3. Marketing Financial Services: An Overview
4. Strategic Development and Marketing Planning
5. Analysing the Marketing Environment
6. Understanding the Financial Services Consumer
7. Segmentation Targeting and Positioning
8. Internationalisation Strategies for Financial Services; Part I: Case Studies; Part II: Customer Acquisition
9. Customer Acquisition and the Marketing Mix
10 Product and Consumer needs
11. Communication and Promotion
12. Price and Cost to the Consumer
13. Consumer Convenience and Distribution
14. Customer Relationship Management: Principles and Practice
15. Service Delivery and Service Quality
16. Satisfaction
Value
Trust and Fairness in Customer Relationships
17. Corporate Social Responsibility (CSR) and Environmental
Social and Governance (ESG) 18. Marketing: Culture
Challenges and Social Responsibility