Financial services marketing

Author: Harrison
Publisher:
Publish Date: 2004-03-01
Features: The financial services industry has recently undergone unprecedented changes, which have had a significant impact on the industry's structure and the nature of competition. Many external forces influence this industry, including socio-economic, legal and regulatory factors, and technological factors. Socio-economic factors play a crucial role in determining the demand for financial services. This book keeps pace with developments, introducing innovative forms of financial institutions, such as supermarket banks, relationship marketing, and group financial services marketing. It serves as an ideal introductory read for those studying financial services marketing, clearly explaining how marketing theory can be applied in practice. Organized around core marketing principles (buyer behavior, segmentation, product development, sales, pricing, and promotion), the book features a fresh and straightforward style. Unlike other textbooks in the field, it not only focuses on the retail environment but also includes the group technology development of delivery systems, such as telephone banking, internet banking, and the use of information technology in database marketing. This book stays up-to-date with developments, introducing innovative forms of financial institutions, such as supermarket banks, relationship marketing, and group financial services marketing. It is suitable for undergraduate students in marketing and financial services, MBA students, and professionals in financial services marketing.