TY  - BOOK
AU  - Ennew,Christine
AU  - Watkins,Trevor
AU  - Wright,Michael
TI  - Marketing financial services
SN  - 0750622474
PY  - 1995///
CY  - Oxford
PB  - Butterworth Heinemann
KW  - Financial services industry
KW  - Great Britain
KW  - Bank marketing
KW  - Advertising
N1  - Includes bibliographical references (p. 378-397)
N2  - 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
ER  -