Marketing Financial Services

✍ Scribed by Christine Ennew, Trevor Watkins and Mike Wright (Eds.)

• Publisher: Routledge
• Year: 1995
• Tongue: English
• Leaves: 411
• Edition: 2
• Category: Library

✦ Synopsis

Within a practical business context of the changing, competitive climate, this book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care, while several relevant case studies have also been added.

Combining analysis of principles, concepts and techniques with sound practical advice, 'Marketing Financial Services' is ideal for students on degree and postgraduate courses, including Chartered Institute of Bankers.

There is also a tutor resource pack to accompany the case studies in this textbook.

✦ Table of Contents

Content:
Copyright, Page ii
Preface, Pages v-vi, Christine Ennew, Trevor Watkins, Mike Wright
Introduction, Pages vii-xi
Chapter 1 - The changing environment of financial services, Pages 1-32, James F. Devlin, Mike Wright
Chapter 2 - Understanding consumers and markets, Pages 33-59, Sally McKechnie, Tina Harrison
Chapter 3 - Developing marketing strategy, Pages 60-85, Christine Ennew
Chapter 4 - The financial services marketing mix, Pages 86-95, Christine Ennew, Trevor Watkins
Chapter 5 - Product strategy, Pages 96-112, Christine Ennew
Chapter 6 - Advertising and promotion, Pages 113-137, Des Thwaites
Chapter 7 - Pricing, Pages 138-173, David Llewellyn, Leigh Drake
Chapter 8 - Distribution channels, Pages 174-192, Barry Howcroft, Julia Kiely
Chapter 9 - Customer care and service quality, Pages 193-211, Barbara R. Lewis
Chapter 10 - Bank marketing, Pages 212-235, Mike Wright, Barry Howcroft
Chapter 11 - Insurance marketing, Pages 236-261, Stephen Diacon, Trevor Watkins
Chapter 12 - Building society marketing, Pages 262-277, Donald W. Cowell
Chapter 13 - The marketing of unit and investment trusts, Pages 278-293, Paul Draper
Chapter 14 - Credit cards, Pages 294-306, Steve Worthington
Chapter 15 - Case studies, Pages 307-377
References, Pages 378-397
Index, Pages 399-404