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Financial services marketing : an international guide to principles and practice /
This fully updated and revised second edition draws on global business cases from both B2B and B2C marketing, taking a unique approach in terms of structure by splitting discussion between marketing for acquisition and marketing for retention.With new case studies and vignettes and a new companion w...
| Call Number: | Libro Electrónico |
|---|---|
| Main Author: | |
| Other Authors: | |
| Format: | Electronic eBook |
| Language: | Inglés |
| Published: |
Abingdon :
Routledge,
2013.
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| Edition: | 2nd ed. |
| Subjects: | |
| Online Access: | Texto completo (Requiere registro previo con correo institucional) |
Table of Contents:
- Context and strategy
- The role, contribution and context of financial services
- The financial services marketplace : structures, products and participants
- Marketing financial services : an overview
- Strategic development and marketing planning
- Analysing the marketing environment
- 6.understanding the financial services consumer
- Segmentation targeting and positioning
- Internationalisation strategies for financial services
- Customer acquisition
- Customer acquisition and the marketing mix
- Product management
- Promotion
- Pricing
- Distribution channels: routes-to-market
- Customer development
- Customer relationship management : principles and practice
- Service delivery and service quality
- Satisfaction, value, trust and fairness in consumer relationships
- Marketing : culture, challenges and social responsibility.