Financial Services Marketing

Financial Services Marketing is an ideal introduction to this important sector. Logically structured around the core marketing principles the book is exceptionally clear and well written. In addition topical and innovative approaches to marketing are also covered, including relationship marketing. Unlike many other texts the book does not focus exclusively on the retail environment. Product management is covered in one full chapter and there is good coverage of database marketing. Critical to any text within this fast-moving environment the book is also extremely up-to-date covering the latest regulatory changes and new forms of financial institutions. Financial Services Marketing is also extremely user-friendly, including: Learning objectives and chapter summaries; Minicases; Review questions; A final chapter of student projects written in collaboration with leading financial institutions Financial Services Marketing is ideal for advanced undergraduate and postgraduate courses in financial services marketing as well as professional courses such as the Chartered Institute of Banking Marketers Module. It is also relevant for students studying courses in services marketing.