Within a practical business context of the changing, competitive climate, this book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care, while several relevant case studies have also been added. Combining analysis of principles, concepts and techniques with sound practical advice, 'Marketing Financial Services' is ideal for students on degree and postgraduate courses, including Chartered Institute of Bankers. There is also a tutor resource pack to accompany the case studies in this textbook.

Marketing Financial Services recognises that the major function of the financial services marketer is decision making. It focuses on the major types of decisions – and problems - facing marketing executives. Strategies to win and retain B2B and B2C customers are discussed in the context of many financial services sectors, including banks, insurance companies, investment trusts and stock exchanges. This second edition has been thoroughly updated to reflect changes in the industry and the availability of new technologies. The text has been made more accessible and includes gripping case studies to demonstrate the realities of financial services marketing in an unstable and competitive environment. Key features: - Logical structure and improved pedagogy, including new vignettes and detailed case studies - An experienced and established author team gives expert advice - International coverage shows you the big picture - Companion Website, offering PowerPoint slides, revision questions and answers to case study exercises, and long case studies with notes and exercises

Cases in Marketing Financial Services presents several cases from different countries relating to the marketing of financial service. The book tackles both strategic and tactical marketing issues, and then covers a wide range of institutions and markets. The text will be of great use to professionals in the financial service industry.