Financial Services Marketing

Financial Services Marketing contains the ideal balance of marketing theory and practice to appeal to advanced undergraduates and professionals. Taking an international and strategic view of an increasingly important and competitive sector, this book adopts a fresh approach in terms of structure. Organized around a key marketing theme, it focuses on marketing for acquisition and marketing for retention. Financial Services Marketing features: * Strong international focus: case studies and vignettes representing Asia-Pacific, Europe and the US * Comprehensive coverage, focusing on both B2B and B2C marketing * Expert insights into the latest innovations in the sector, from technological developments, CRM and customer loyalty to issues of social responsibility