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

Waite, Nigel

Softcover

ISBN 10: 0750669977 ISBN 13: 9780750669979

Verlag: Routledge, 2006

Inhaltsangabe

Book by Ennew Christine Waite Nigel

Über diesen Titel

Reseña del editor:

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.

Über diese Auflage

• Verlag: Routledge
• Erscheinungsdatum: 2006
• ISBN 10: 0750669977
• ISBN 13: 9780750669979
• Einband: Tapa blanda
• Auflage: 1
• Anzahl der Seiten: 418