The financial service sector has been growing rapidly and the techniques for marketing in this particular sector are becoming increasingly sophisticated. In this text, the authors show how strategies should be designed and implemented to be effective for the customer. By adopting the right strategies, financial organizations can increase their competitiveness. "Financial Marketing" encompasses the primary marketing functions such as communication, research, innovation, branding and planning and their special characteristics when directed to financial services. Combining an in-depth analysis of both the context and applications of marketing techniques, with practical case studies developed by experienced marketers working in leading financial organizations, this text should appeal to students studying financial services and marketing.
- ISBN10 0415060737
- ISBN13 9780415060738
- Publish Date 1 April 1996
- Publish Status Cancelled
- Out of Print 12 June 1997
- Publish Country GB
- Imprint Cengage Learning EMEA
- Format Hardcover
- Pages 256
- Language English