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Financial Services Marketing: An International Guide to Principles and Practice

$74.95
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by Christine Ennew & Nigel Waite
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Financial Services Marketing: An International Guide to Principles and Practice by Christine Ennew & Nigel Waite

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.


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Ebook Details
Pages: 520
Size: 13.0 MB
Publisher: Routledge
Date published:   2013
ISBN: 2370006844600 (PDF)

Territory Restrictions
This ebook will NOT be sold to customers with a billing address in:
India

This product is listed in the following categories:

Nonfiction > Business & Economics
Nonfiction > Business & Economics > Marketing
Nonfiction > Business & Economics > Economics > Microeconomics

These authors have products in the following categories:

Nonfiction > Business & Economics > Finance
Nonfiction > Business & Economics
Nonfiction > Business & Economics > Marketing
Nonfiction > Business & Economics > Economics > Microeconomics

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03/24/2017
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