Financial services marketing : an international guide to principles and practice
| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Oxford :
Butterworth-Heinemann ,
2007
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| Subjects: | |
| Online Access: | Publisher description |
Table of Contents:
- 1. The role, contribution and context of financial services
- 2. The financial services marketplace: structures, products and participants
- 3. Introduction to financial services marketing
- 4. Analysing the marketing environment
- 5. Strategic development and marketing planning
- 6. Internationalization strategies for financial services
- 7. Understanding the financial services consumer
- 8. Segmentation targeting and positioning
- 9. Customer acquisition strategies and marketing mix
- 10. Product policies
- 11. Promotion
- 12. Pricing
- 13. Distribution channels: routes-to-market
- 14. Customer relationship management strategies
- 15. Services delivery and service quality
- 16. Customer satisfaction, customer value and treating customers fairly
- 17. Customer relationship management in practice