000 03576cam a22003255a 4500
999 _c7823
_d7823
001 14719074
005 20210822122550.0
008 070131s2007 ne a b 001 0 eng d
010 _a 2007295341
020 _a0750669977 (pbk.)
020 _a9780750669979 (pbk.)
040 _aFUE
_cUKM
_dBAKER
_dBWKUK
_dYDXCP
_dOCLCQ
_dDLC
_erda
082 0 4 _a332.10688
_222
_bE.C.F
100 1 _aEnnew, Christine.
_eauthor
245 1 0 _aFinancial services marketing :
_ban international guide to principles and practice /
_cChristine T. Ennew and Nigel Waite.
250 _aFirst edition
264 1 _aAmsterdam ;
_aBoston ;
_aLondon :
_bButterworth-Heinemann,
_c2007.
300 _axvi, 400 pages :
_billustrations ;
_c25 cm.
336 _2rdacontent
_atext
337 _2rdamedia
_aunmediated
338 _2rdacarrier
_avolume
504 _aIncludes bibliographical references (p. [381]-389) and index.
505 0 _aForeword; Introduction; The role, contribution and context of financial services; Marketplace structures, products and participants; Introduction to financial services marketing; Analysing the marketing environment; Strategic development and marketing planning; Internationalisation strategies for financial services; Understanding the financial services consumer; Segmentation targeting and positioning; Customer acquisition strategies and the marketing mix; Product-service design and delivery; Communication and promotion; Pricing and value management; Distribution channels: routes-to-market; Customer relationship management strategies; Service delivery and service quality; Customer satisfaction, customer value and treating customers fairly; Putting customer development into practice; Bibliography.
520 _aFinancial 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. * Comprehensive coverage of the fundamentals of: financial services strategy, customer acquisition, and customer development * Strong international dimension: Asian-Pacific, European and US examples * Draws on both academic theory and practitioner experience, ensuring a blend of academic rigour and insight from practice.
650 0 _aFinancial services industry
_xMarketing.
700 1 _aWaite, Nigel.
_ejoint author
856 _3Abstract
_uhttp://repository.fue.edu.eg/xmlui/handle/123456789/2771
942 _cBK
_2ddc