By Tina Harrison
August 2000
ISBN: 0-273-63297-3
332 pages
$99.50 paper original
This book is an ideal introduction to this important sector, clearly demonstrating how marketing theory is applied in practice. Topical and innovative approaches to marketing are covered, including relationship marketing and customer loyalty. Unlike many other texts, the book does not focus exclusively on the retail environment but incorporates technological developments in delivery systems, including telephone and internet banking, and the use of IT in database marketing.
Contents include: Financial services environment. Financial services consumer. Identifying and targeting financial prospects. Development and management of financial products. Traditional channels of distribution. Technology-driven delivery channels. Pricing for financial services. Communication and promotion. Building customer relationships. Customer retention and loyalty. Corporate financial services. Projects.
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