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Financial Services Marketing : An International Guide to Principles and Practice by Christine Ennew, Professorin für Marketing.; Nigel Waite is a nonfiction available to read on EtoBox.

What is Financial Services Marketing : An International Guide to Principles and Practice about?

Financial Services Marketing: an international guide to principles and practice contains the ideal balance of marketing theory and practice to appeal to advanced undergraduates and those on professional courses such as the Chartered Institute of Banking. Taking an international and strategic view of an increasingly important and competitive sector, Financial Services Marketing adopts a fresh approach in terms of structure, and is organised around the core marketing activities of marketing for acquisition and marketing for retention. Financial Services Marketing features: * Strong international focus: case studies and vignettes representing Asia-Pacific, Europe and the US. * Comprehensive coverage, focusing on both B2B and B2C marketing. * Expert insights into the latest innovations in the sector, from technological developments, CRM and customer loyalty to issues of social responsibility. Financial Services Marketing will help both the student and the practitioner to develop a firm grounding in the fundamentals of: financial services strategy, customer acquisition, and customer development. Reflecting the realities of financial services marketing in an increasingly complex se

Who reads Financial Services Marketing : An International Guide to Principles and Practice?

Author

Christine Ennew, Professorin für Marketing.; Nigel Waite

Publisher

Elsevier Butterworth-Heinemann

Published

2006

Language

EN

ISBN

9780080465609

Category

nonfiction

Subjects

Business, Marketing, Economics