Financial Services Marketing: An International Guide to Principles and Practice

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. Part I: Context and Strategy 1. The Role, Contribution and Context of Financial Services 2. The Financial Services Marketplace: Structures, Products and Participants 3. Marketing Financial Services: An Overview 4. Strategic Development and Marketing Planning 5. Analysing the Marketing Environment 6.Understanding the Financial Services Consumer 7. Segmentation Targeting and Positioning 8. Internationalisation Strategies for Financial Services Part II: Customer Acquisition 9. Customer Acquisition and the Marketing Mix 10. Product Management 11. Promotion 12. Pricing 13. Distribution Channels: Routes-to-Market Part III: Customer Development 14. Customer Relationship Management: Principles and Practice 15. Service Delivery and Service Quality 16. Satisfaction, Value, Trust and Fairness in Consumer Relationships 17. Marketing: Culture, Challenges and Social Responsibility 'Much has changed in the financial services sector since this text was first published and the global financial crisis has had a substantial impact on developments. However, the sector remains extremely competitive and, consequently, marke