Marketing planning for financial services
著者
書誌事項
Marketing planning for financial services
Gower, c2005
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注記
Includes index
内容説明・目次
内容説明
The growth and diversification of the financial services market has led to an explosion in competition for customers and of new products of all kinds. Marketing Planning for Financial Services is a sourcebook and checklist against which product managers in the financial services industry can build and validate their marketing plans. The book illustrates the whole range of marketing techniques and puts each into its context within the financial services market. Roy Stephenson's book covers the marketing process, from preliminary market study right through to product management and customer relationship building. A 'must' for practising product managers in banks, building societies, insurance companies, in fact the whole consumer and business-to-business financial services sector.
目次
- Getting started
- Defining the product
- Defining the customer
- Sizing the market
- Pricing the product
- Assessing business performance
- Communication and distribution
- Getting management approval
- From feasibility study to business plan
- The launch
- Product management post-launch
- Index.
「Nielsen BookData」 より