Marketing financial services

Meidan, Arthur ;

Marketing financial services - Basingstoke, Hampshire : Macmillan Business, 1996. - xx, 324 p. : illustrations ;

Includes Index.

1. The roles of marketing in financial services --
2. Customer behaviour and market segmentation --
3. Marketing research --
4. Product development --
5. Marketing of credit cards --
6. Pricing --
7. Advertising and communications --
8. Salesforce management --
9. Branch location and distribution --
10. Branch administration --
11. Marketing planning, administration and control --
12. Marketing strategies for financial services.

This text discusses the major problems and issues of marketing financial services. It presents marketing of insurance products, building societies, credit cards, as well as banking services at national and international levels.

9780333550038 033355003X


Financial services industry -- Great Britain -- Marketing.
Financial services industry -- Marketing.
Great Britain.
Marketing.

658.15 / MEI

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