Financial Services Marketing

Author: Zhou Jianbo / Liu Zhimei
Publisher:
Publish Date: 2004-09-01
Features: Based on traditional financial marketing theory and combined with the development practice of modern financial service marketing since the 1990s, this book takes the characteristics of the financial market as the starting point of research. It approaches the effectiveness of marketing from the perspective of marketing, fully integrating the strategic marketing concept system and systematically studying the marketing mix theory of strategic elements. This book innovatively proposes the 8E combination theory of financial marketing and achieves breakthrough progress in research methods such as the framework of financial marketing, market segmentation methods, the functional structure of financial marketing elements, and the integration of conceptual markets and real markets. This book can serve as a teaching material for college students and teachers in majors such as economics and management, finance, and marketing. It can also provide references for staff in financial institutions such as banks, securities companies, and insurance companies to formulate marketing plans and make marketing decisions.