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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| Otros Autores: | |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
London ; New York :
Routledge
c2013.
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| Edición: | 2nd ed |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628710006719 |
Tabla de Contenidos:
- Cover; Title Page; Copyright Page; Dedication; Table of Contents; List of tables; List of figures; Foreword; Acknowledgements; Introduction; PART I Context and strategy; 1 The role, contribution and context of financial services; 1.1 Introduction; 1.2 Economic development; 1.3 Government welfare context; 1.4 Lifetime income smoothing; 1.5 The management of risk; 1.6 Financial exclusion; 1.7 Mutual and proprietary supply; 1.8 Regulation of financial services; 1.9 A new philosophy and approach to regulation; 1.10 Summary and conclusions
- 2 The financial services marketplace: structures, products and participants2.1 Introduction; 2.2 Some historical perspectives; 2.3 The geography of supply; 2.4 Financial advice; 2.5 An outline of product variants; 2.6 Banking and money transmission; 2.7 Lending and credit; 2.8 Saving and investing; 2.9 Life insurance products; 2.10 General insurance; 2.11 Summary and conclusions; 3 Marketing financial services: an overview; 3.1 Introduction; 3.2 Defining financial services; 3.3 The differences between goods and services; 3.4 The distinctive characteristics of financial services
- 3.5 The marketing challenge3.6 Classifying services; 3.7 Summary and conclusions; 4 Strategic development and marketing planning; 4.1 Introduction; 4.2 Strategic marketing; 4.3 Developing a strategic marketing plan; 4.4 Tools for strategy development; 4.5 Summary and conclusions; 5 Analysing the marketing environment; 5.1 Introduction; 5.2 The marketing environment; 5.3 The macro-environment; 5.4 The market environment; 5.5 The internal environment; 5.6 Evaluating developments in the marketing environment; 5.7 Summary and conclusions; 6 Understanding the financial services consumer
- 6.1 Introduction6.2 Consumer choice and financial services; 6.3 Consumer buying behaviour in financial services; 6.4 Marketing responses; 6.5 Researching financial services customers; 6.6 Summary and conclusions; 7 Segmentation, targeting and positioning; 7.1 Introduction; 7.2 The benefits of segmentation and targeting; 7.3 Successful segmentation; 7.4 Approaches to segmenting consumer markets; 7.5 Approaches to segmenting business-to-business markets; 7.6 Targeting strategies; 7.7 Positioning products and organisations; 7.8 Repositioning; 7.9 Segmentation in a digital world
- 7.10 Summary and conclusions8 Internationalisation strategies for financial services; 8.1 Introduction; 8.2 Internationalisation and the characteristics of financial services; 8.3 The drivers of internationalisation; 8.4 Globalisation strategies; 8.5 Strategy selection and implementation; 8.6 Summary and conclusions; PART II Customer acquisition; 9 Customer acquisition and the marketing mix; 9.1 Introduction; 9.2 Short-term marketing planning; 9.3 The role of the financial services marketing mix; 9.4 The financial services marketing mix: key issues
- 9.5 Customer acquisition and the financial services marketing mix
