Marketing financial services /
Marketing financial services /
edited by Christine Ennew, Trevor Watkins, and Mike Wright.
- 2nd ed.
- Oxford : Butterworth Heinemann, 1995.
- xi, 404 p. : ill. ; 25 cm.
Includes bibliographical references (p. 378-397).
This second edition of Marketing Financial Services, written by leading experts in the field, examines the increasing use of marketing techniques in the financial services industry. Within the practical business context of the changing, competitive climate, the book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care. Several relevant case studies have also been added. Students on degree and postgraduate courses, including Chartered Institute of Bankers, will find this edited book combines principles, concepts and techniques with practice.
0750622474
Financial services industry--Great Britain.
Bank marketing--Great Britain.
Advertising--Financial services industry--Great Britain.
Includes bibliographical references (p. 378-397).
This second edition of Marketing Financial Services, written by leading experts in the field, examines the increasing use of marketing techniques in the financial services industry. Within the practical business context of the changing, competitive climate, the book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care. Several relevant case studies have also been added. Students on degree and postgraduate courses, including Chartered Institute of Bankers, will find this edited book combines principles, concepts and techniques with practice.
0750622474
Financial services industry--Great Britain.
Bank marketing--Great Britain.
Advertising--Financial services industry--Great Britain.