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What is Strategic Marketing in Financial Services about?

This document provides a review of the book "Marketing Financial Services: A Strategic Vision" by James H. Donnelly, Leonard L. Berry, and Thomas W. Thompson. The reviewer summarizes that the book presents a concise and thorough overview of financial services marketing in a newly deregulated industry. It argues that strategic marketing which addresses issues like geographic expansion and product extension is now needed rather than just tactical marketing. The book also stresses the importance of relationshi

Author

Mohammadur Rahman

Language

EN