Marketing financial services
著者
書誌事項
Marketing financial services
Butterworth-Heinemann, c1995
2nd ed
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注記
Includes bibliographical references (p. [378]-397) and index
内容説明・目次
内容説明
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.
目次
- The changing Environment of Financial Services (Mike Wright and Jim Devlin)
- Consumers and Markets (Sally McKechnie and Tina Harrison)
- Marketing Strategy and Planning (Chris Ennew)
- Marketing Mix (Chris Ennew and Trevor Watkins)
- Product Strategy (Chris Ennew)
- Advertising and Promotion (Des Thwaites)
- Pricing (Leigh Drake and David Llewellyn)
- Distribution (Barry Howcroft and Julia Kiely)
- Customer Care (Barbara Lewis)
- Bank and Marketing (Barry Howcroft and Mike Wright)
- Building Society Marketing (Don Cowell)
- Insurance Marketing (Trevor Watkins and Steve Diacon)
- Marketing Unit and Investment Trusts (Paul Draper)
- Credit Cards (Steve Worthington)
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