Financial services marketing
Subtitle: an international guide to principles and practice
By: Christine T. Ennew and Nigel Waite
Contributors: Waite, Nigel
Publisher: Elsevier Butterworth-Heinemann
Published: 2007
Place of publication: Amsterdam; London
Language: eng
Format: [electronic resource] :
Number of pages: 400
ISBN-13: 9780080465609; 9780750669979
Subjects: Marketing; Financial services industry
Notes: Includes bibliographical references (p. 381-389) and index.

Description based on print version record.
Table of contents: title: Cover; title: Front cover; title: Contents; title: Foreword; title: Preface; title: Acknowledgements; title: Part I Context and Strategy; title: 1 The role, contribution and context of financial services; title: 1.1 Introduction; title: 1.2 Economic development; title: 1.3 Government welfare context; title: 1.4 Lifetime income smoothing; title: 1.5 The management of risk; title: 1.6 Financial exclusion; title: 1.7 Mutual and proprietary supply; title: 1.8 Regulation of financial services; title: 1.9 Summary and conclusions; title: 2 The financial services marketplace: structures, products and participants; title: 2.1 Introduction; title: 2.2 Some historical perspectives; title: 2.3 The geography of supply; title: 2.4 An outline of product variants; title: 2.5 Banking and money transmission; title: 2.6 Lending and credit; title: 2.7 Saving and investing; title: 2.8 Life insurance; title: 2.9 General insurance; title: 2.10 Summary and conclusions; title: 3 Introduction to financial services marketing; title: 3.1 Introduction; title: 3.2 Defining financial services; title: 3.3 The differences between goods and services; title: 3.4 The distinctive characteristics of financial services; title: 3.5 The marketing challenge; title: 3.6 Classifying services; title: 3.7 Summary and conclusions; title: 4 Analysing the marketing environment; title: 4.1 Introduction; title: 4.2 The marketing environment; title: 4.3 The macro-environment; title: 4.4 The market environment; title: 4.5 The internal environment; title: 4.6 Evaluating developments in the marketing environment; title: 4.7 Summary and conclusions; title: 5 Strategic development and marketing planning; title: 5.1 Introduction; title: 5.2 Strategic marketing; title: 5.3 Developing a strategic marketing plan; title: 5.4 Tools for strategy development; title: 5.5 Summary and conclusions; title: 6 Internationalization strategies for financial services; title: 6.1 Introduction; title: 6.2 Internationalization and the characteristics of financial services; title: 6.3 The drivers of internationalization; title: 6.4 Firm-specific drivers of internationalization; title: 6.5 Macro level drivers of internationalization; title: 6.6 Globalization strategies; title: 6.7 Strategy selection and implementation; title: 6.8 Summary and conclusions; title: 7 Understanding the financial services consumer; title: 7.1 Introduction; title: 7.2 Consumer choice and financial services; title: 7.3 Consumer buying behaviour in financial services; title: 7.4 Industry responses; title: 7.5 Summary and conclusions; title: 8 Segmentation targeting and positioning; title: 8.1 Introduction; title: 8.2 The benefits of segmentation and targeting; title: 8.3 Successful segmentation; title: 8.4 Approaches to segmenting consumer markets; title: 8.5 Approaches to segmenting business- to- business markets; title: 8.6 Targeting strategies; title: 8.7 Positioning products and organizations; title: 8.8 Repositioning; title: 8.9 Summary and conclusions; title: Part II Customer acquisition; title: 9 Customer acquisition strategies and the marketing mix; title: 9.1 Introduction; title: 9.2 Short-term marketing planning; title: 9.3 The role of the financial services marketing mix; title: 9.4 The financial services marketing mix: key issues; title: 9.5 Customer acquisition and the financial services marketing mix; title: 9.6 Summary and conclusions; title: 10 Product policies; title: 10.1 Introduction; title: 10.2 The concept of the service product.