Context and strategy
The role, contribution and context of financial services
The financial services marketplace : structures, products and participants
Marketing financial services : an overview
Strategic development and marketing planning
Analysing the marketing environment
6.understanding the financial services consumer
Segmentation targeting and positioning
Internationalisation strategies for financial services
Customer acquisition
Customer acquisition and the marketing mix
Product management
Promotion
Pricing
Distribution channels: routes-to-market
Customer development
Customer relationship management : principles and practice
Service delivery and service quality
Satisfaction, value, trust and fairness in consumer relationships
Marketing : culture, challenges and social responsibility.
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Financial services marketing : an international guide to principles and practice by Christine Ennew. ISBN 9780415521680. Published by Routledge in 2013. Publication and catalogue information, links to buy online and reader comments.
