This new edition balances the theoretical and the practical for advanced undergraduates, those specialising in financial services at postgraduate level, individuals undertaking professional courses such as those offered by the IFS School of Finance, and employees working within the financial services sector. Ennew & Waite draw from global business cases in both B2B and B2C marketing, taking a unique approach in terms of structure by splitting discussion between marketing for acquisition and marketing for retention.
This fully updated and revised second edition features:
A revised approach to the industry in the light of the global financial crisis, including ethical considerations, consumer confidence issues, and new approaches to regulation
New sections on e-commerce and its impact on customer relationships
New case studies and vignettes
A new companion website to support teaching, including PowerPoint slides, test bank questions, additional cases and cameo video mini-lectures.
Financial Services Marketing 2e will help 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 sector, it provides the most up-to-date, international and practical guide to the subject available.
- ISBN10 041552167X
- ISBN13 9780415521673
- Publish Date 3 May 2013 (first published 3 October 2006)
- Publish Status Out of Print
- Out of Print 20 January 2022
- Publish Country GB
- Publisher Taylor & Francis Ltd
- Imprint Routledge
- Edition 2nd New edition
- Format Hardcover
- Pages 498
- Language English