Financial Services Marketing: An International Guide to Principles and Practice - Softcover

Waite, Nigel

Softcover

ISBN 10: 0750669977 ISBN 13: 9780750669979

Publisher: Routledge, 2006

Synopsis

Organised around the core marketing activities of marketing for acquisition and marketing for retention, this title features case studies and vignettes representing Asia-Pacific, Europe and the US. It focuses on both B2B and B2C marketing. It covers the fundamentals of: financial services strategy, customer acquisition, and customer development.

About this title

Synopsis:

"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; and, 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. It offers comprehensive coverage of the fundamentals of: financial services strategy, customer acquisition, and customer development. It has a strong international dimension: Asian-Pacific, European and US examples. It draws on both academic theory and practitioner experience, ensuring a blend of academic rigour and insight from practice.

About the Author:

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.

About this edition

• Publisher: Routledge
• Publication date: 2006
• ISBN 10: 0750669977
• ISBN 13: 9780750669979
• Binding: Paperback
• Edition number: 1
• Number of pages: 418