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Cover image for Marketing financial services
Title:
Marketing financial services
Edition:
2nd ed.
Publication Information:
Oxford : Butterworth-Heinemann, 1995
ISBN:
9780750622479

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30000005001262 HF5415.13 M377 1995 Open Access Book Advance Management
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30000003466418 HF5415.13 M377 1995 Open Access Book Advance Management
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Summary

Summary

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.


Author Notes

Mike Wright is the author of the "What They Didn't Teach You ..." books. In addition to the American Revolution, he has tackled the Civil War, World War II, & the Wild West. Future volumes will cover the sixties & the twentieth century. Wright, an Emmy-winning television writer, lives in Chicago.

(Bowker Author Biography)


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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