Marketing Financial Services, Second Edition (Marketing Series (London, England).)

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. ideal for CIM diploma students, as well as those on degree and postgraduate courses book combines principles, concepts and techniques with practice strong contributor team Content: Copyright , Page ii Preface , Pages v-vi , Christine Ennew, Trevor Watkins, Mike Wright Introduction , Pages vii-xi Chapter 1 - The changing environment of financial services , Pages 1-32 , James F. Devlin, Mike Wright Chapter 2 - Understanding consumers and markets , Pages 33-59 , Sally McKechnie, Tina Harrison Chapter 3 - Developing marketing strategy , Pages 60-85 , Christine Ennew Chapter 4 - The financial services marketing mix , Pages 86-95 , Christine Ennew, Trevor Watkins Chapter 5 - Product strategy , Pages 96-112 , Christine Ennew Chapter 6 - Advertising and promotion , Pages 113-137 , Des Thwaites Chapter 7 - Pricing , Pages 138-173 , David Llewellyn, Leigh Drake Chapter 8 - Distribution channels , Pages 174-192 , Barry Howcroft, Julia Kiely Chapter 9 - Customer care and service quality , Pages 193-211 , Barbara R. Lewis Chapter 10 - Bank marketing , Pages 212-235 , Mike Wright, Barry Howcroft Chapter 11 - Insurance marketing , Pages 236-261 , Stephen Diacon, Trevor Watkins Chapter 12 - Building society marketing , Pages 262-277 , Donald W. Cowell Chapter 13 - The marketing of unit and investment trusts , Pages 278-293 , Paul Draper Chapter 14 - Credit cards , Pages 294-306 , Steve Worthington Chapter 15 - Case studies , Pages 307-377 References , Pages 378-397 Index , Pages 399-404 This second edition of Marketing Financial Services, written by leading experts in the field, examines the increasing use of marketing techniques in the financial services industry. Within the practical business context of the changing, competitive climate, the book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care. Several relevant case studies have also been added. Students on degree and postgraduate courses, including Chartered Institute of Bankers, will find this edited book combines principles, concepts and techniques with practice The structure of the UK financial services sector has changed markedly over the past twenty-five years.