Cases in marketing financial services
著者
書誌事項
Cases in marketing financial services
（The Marketing series）
Butterworth-Heinemann, 1993
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注記
Includes bibliographical references (p. 280-285) and index
内容説明・目次
内容説明
Written to complement "Marketing Financial Services" by the same authors, this casebook supplies specific practical applications for the principles, concepts and techniques developed in that text. Ten longer cases and ten short cases cover applications in building societies, banks, insurance companies, unit/investment trusts, estate agency and corporate financial services provisions.
目次
- Market entry
- merger activity
- internationalization
- the impact of the Financial Services Act
- understanding buyer behaviour
- market research
- market segmentation
- organizational buying behaviour
- competitive behaviour
- new product development
- managing the product range
- branding
- pricing policy
- advertising
- personal selling
- distribution
- service quality.
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