by Tina Harrison
• April 2000
From the Publisher
Financial Services Marketing is an ideal introduction to this important sector, clearly demonstrating how marketing theory is applied in practice. Logically structured around the core marketing principles (buyer behaviour, segmentation, product development, distribution, pricing and promotion), the book is exceptionally clear and well written. In addition, topical and innovative approaches to marketing are also 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. Furthermore, it is the first text of its kind to devote a whole chapter to corporate financial services marketing. Critical to any text within this fast-moving environment, the book is also extremely up-to-date covering the latest regulatory developments under the Financial Services Authority and new forms of financial institutions, such as supermarket banks.
Financial Services Marketing is for advanced undergraduate and postgraduate courses in financial services marketing, as well as professional courses such as the Chartered Institute of Bankers. It is also valuable to students studying services marketing courses.
Table of Contents
Financial services marketing in practice
List of figures
List of tables
Preface
1 The financial services environment 1
2 The financial services consumer 41
3 Identifying and targeting financial prospects 66
4 Development and management of financial products 95
5 Traditional channels of distribution 127
6 Technology-driven delivery channels 151
7 Pricing for financial services 176
8 Communication and promotion 200
9 Building customer relationships 227
10 Customer retention and loyalty 252
11 Corporate financial services 276
12 Projects 301
Index 325
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