European Parliament Library

Financial services marketing, an international guide to principles and practice, Christine Ennew, Nigel Waite and Roisin Waite

Now in its 3rd edition, Financial Services Marketing offers a balanced and useful guide to the topic that is both conceptual and practical. The authors have drawn from extensive international experience to ensure that this text will resonate with users across the globe.? This edition is complemented by numerous international references, examples and case studies featuring companies such as American Express, Direct Line, Barclays, NatWest RBS, Aviva and HSBC. This fully updated and revised edition features: An expanded section on regulation which has international reach and addresses the post-Brexit world. Greatly expanded coverage of digital marketing at both the strategic and tactical levels. New material on how to improve a company's trustworthiness and safeguard a culture that is customer-focussed. New examples, vignettes and case studies that showcase best practice from around the world. B2B and B2C marketing. Upgraded PowerPoint support on the companion website. Financial Services Marketing 3e will be hugely beneficial to academic students of marketing and finance, as well as essential reading to those industry-based and studying for professional qualifications
Table Of Contents
Acknowledgements -- Introduction -- 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 -- Understanding the financial services consumer -- Segmentation targeting and positioning -- Internationalisation strategies for financial services -- Customer acquisition and the marketing mix -- Product and consumer needs -- Communication and promotion -- Price and cost to the consumer -- Consumer convenience and distribution -- Customer relationship management: principles and practice -- Service delivery and service quality -- Satisfaction, value, trust and fairness in customer relationships -- Marketing: culture, challenges and social responsibility
Literary Form
non fiction
Third edition.
Revised edition of Financial services marketing, 2013
Physical Description
1 online resource (612 pages), illustrations
Specific Material Designation
Form Of Item

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