A comprehensive guide to decision making for students of Financial Services Marketing, or marketers working within the financial services sector. The 2nd edition is fully comprehensively revised and updated, with a new structure, many new chapters, a range of international case studies and vignettes and well-developed pedagogical features. INDICE: Marketing and financial services: b an overview The financial services environment The Financial Services Customer Segmenting& Targeting the Financial Services Marketplace Information for marketing financial services Relationship Marketing in Financial Services Building and sustaining the financial services brand Creating value: the financial services product Pricing and Value in Financial Services Distributing Financial Services Communicating in the Marketing of Financial Services Marketing Strategies in Financial Services
- ISBN: 978-0-230-20118-7
- Editorial: Palgrave Macmillan
- Encuadernacion: Rústica
- Páginas: 350
- Fecha Publicación: 21/05/2010
- Nº Volúmenes: 1
- Idioma: Inglés