Professor Meidan's book is a comprehensive, state-of-the-art text, clearly discussing the major current problems and issues of marketing financial services. The text is unique in its separate presentation of marketing of insurance products, building societies, credit cards, as well as banking services at national and international levels. A special feature of the book is the treatment of implementation via about seventy specially designed 'exhibits' that are factual examples, short cases, and illustrations from the various financial services sectors world wide. "T̀his revised edition of one of the classic texts in the area is timely and topical; key elements of marketing as they apply to financial services are clearly articulated and supported with practical illustrations. Building on extensive accumulated experience of the sector, Meidan and Dawes Farquhar provide students with a thoughtful and insightful treatment of the many challenges associated with fair and effective marketing for retail financial services.'- Professor Christine Ennew, Pro-Vice-Chancellor and Professor of Marketing, University of Nottingham, UK" "À valuable resource for students and practitioners of financial services marketing, packed with up-to-date trends and useful examples that bring this fascinating area of study to life.'- Dr Tina Harrison, Senior Lecturer in Financial Services Marketing, University of Edinburgh, UK, and Editor-in-Chief of the Journal of Financial Services Marketing" "Marketing Financial Services recognizes that the main function of the financial services marketer is decision-making. It focuses on the major types of decisions - and problems - facing marketing executives. Strategies to win and retain B2B and B2C customers are discussed in the context of many financial services sectors, including banks, insurance companies, investment trusts and stock exchanges." "This second edition has been thoroughly updated to reflect changes in the industry and the availability of new technologies. The text has been made more accessible and includes gripping case studies to demonstrate the realities of financial services marketing in an unstable and competitive environment." "Marketing Financial Services is essential for undergraduates and postgraduates studying modules in Services Marketing and Financial Services Marketing. It is also recommended reading for students researching financial services for higher degrees."--Jacket This Book Covers Winning And Retaining Both B2b And B2c Customers For The Many Different Financial Services Sectors: Banks, Insurance Companies, Investment Trusts, Stock Exchanges, Etc. Features Include: Logical Structure With Well Developed Pedagogy; Good, Established Author Team; International In Scope; Strong Ancillary Content Offered Via The Companion Website; Long Case Studies With Teaching Notes And Exercises; And, Numerous Real World Vignettes Illustrate Theory In Practice. This Is A Comprehensive Guide To Decision Making For Students Of Financial Services Marketing, Or Marketers Working Within The Financial Services Sector. The Second Edition Is Fully Comprehensively Revised And Updated, With A New Structure, Many New Chapters, A Range Of International Case Studies And Vignettes And Well-developed Pedagogical Features Front Matter....Pages i-xx The Roles of Marketing in Financial Services....Pages 1-22 Customer Behaviour and Market Segmentation....Pages 23-49 Marketing Research....Pages 50-82 Product Development....Pages 83-117 Marketing of Credit Cards....Pages 118-141 Pricing....Pages 142-164 Advertising and Communications....Pages 165-192 Salesforce Management....Pages 193-211 Branch Location and Distribution....Pages 212-240 Branch Administration....Pages 241-264 Marketing Planning, Administration and Control....Pages 265-294 Marketing Strategies for Financial Services....Pages 295-295 Back Matter....Pages 315-324
