Llwytho...
Financial services marketing : an international guide to principles and practice /
| Prif Awdur: | |
|---|---|
| Awduron Eraill: | , |
| Fformat: | Printed Book |
| Cyhoeddwyd: |
New York:
Routledge,
2018.
|
| Rhifyn: | Third Edition. |
| Pynciau: |
Tabl Cynhwysion:
- Acknowledgements
- Introduction
- 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
- Understanding the financial services consumer
- Segmentation targeting and positioning
- Internationalisation strategies for financial services
- Customer acquisition and the marketing mix
- Product and consumer needs
- Communication and promotion
- Price and cost to the consumer
- Consumer convenience and distribution
- Customer relationship management: principles and practice
- Service delivery and service quality
- Satisfaction, value, trust and fairness in customer relationships
- Marketing: culture, challenges and social responsibility.