Financial services marketing an international guide to principles and practice
This fully updated and revised second edition draws on global business cases from both B2B and B2C marketing, taking a unique approach in terms of structure by splitting discussion between marketing for acquisition and marketing for retention.With new case studies and vignettes and a new companion w...
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| Format: | eBook |
| Language: | Inglés |
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London ; New York :
Routledge
c2013.
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| Edition: | 2nd ed |
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| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628710006719 |
| Summary: | This fully updated and revised second edition draws on global business cases from both B2B and B2C marketing, taking a unique approach in terms of structure by splitting discussion between marketing for acquisition and marketing for retention.With new case studies and vignettes and a new companion website to support teaching, this text 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, |
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| Item Description: | Description based upon print version of record. |
| Physical Description: | 1 online resource (518 p.) |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781134076024 9780203521649 |
