Financial marketing

Author: Wang Fanghua
Publisher:
Publish Date: 2005-01-01
Features: Marketing is indeed a magical force. Everything remains the same, but once marketing concepts and techniques are added, a series of astonishing changes occur. This book, set against the backdrop of China's financial industry, combines advanced international financial theories and practices to explain the basic concepts, methods, and principles of financial marketing. The book consists of 12 chapters: Introduction, Analysis of the Marketing Environment in the Financial Industry, Analysis of the Target Market in the Financial Industry, Competitive Strategy in the Financial Industry, Growth Strategy in the Financial Industry, Product Lifecycle Strategy in the Financial Industry, Brand Marketing in the Financial Industry, Service Marketing in the Financial Industry, Marketing Mix Strategy in the Financial Industry, Risk Management and Marketing Linkage in the Financial Industry, Internet Marketing in the Financial Industry, and International Marketing in the Financial Industry. Each chapter is accompanied by case studies, which help readers understand and apply the basic concepts, methods, and strategies of financial marketing, thereby enhancing their practical operational skills. This book is suitable for MBA teaching in universities and as a training textbook for professionals in the financial field, as well as for self-study and advanced learning for those interested in financial marketing.