Financial Services Marketing (Paperback)

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Product Description
Ideal for advanced undergraduate and postgraduate courses in financial services marketing as well as professional courses such as the Chartered Institute of Bankers Marketing module. It is also a supplementary text for modules in services marketing.

From the Back Cover
" a useful, up-to-date contribution to the literature for both students of marketing and financial service professionals" Dr Alan Wilson, University of Strathclyde / Chief Examiner of Marketing for the Chartered Institute of Bankers in Scotland
In the current climate, financial services and its marketing have been pushed to the forefront. Significant regulatory developments, the impact of technology, new entrants, and the challenge of an increasingly discerning and mobile consumer, are having a profound impact on competition in the sector and the role of marketing in creating and sustaining a competitive advantage.
Financial Services Marketing is an ideal introduction to this important sector, clearly demonstrating how marketing theory is applied in practice. Logically structured around the core marketing principles (buyer behaviour, segmentation, product development, distribution, pricing and promotion), the book is exceptionally clear and well written. In addition, topical and innovative approaches to marketing are also covered, including relationship marketing and customer loyalty. Unlike many other texts, the book does not focus exclusively on the retail environment but incorporates technological developments in delivery systems, including telephone and internet banking, and the use of IT in database marketing. Furthermore, it is the first text of its kind to devote a whole chapter to corporate financial services marketing. Critical to any text within this fast-moving environment, the book is also extremely up-to-date covering the latest regulatory developments under the Financial Services Authority and new forms of financial institutions, such as supermarket banks.
Financial Services Marketing is also particularly user-friendly and includes-
- Learning objectives and chapter summaries
- Minicases in all chapters
- Review questions
- A final chapter of students projects written in collaboration with leading financial institutions.
- An instructor’s manual
Financial Services Marketing is essential reading for advanced undergraduate and postgraduate courses in financial services marketing, as well as professional courses such as the Chartered Institute of Bankers. It is also valuable to students studying services marketing courses.
Tina Harrison, BA (Hons), Dip.M, Dip.MRS, Ph.D, is Lecturer in Marketing at the University of Edinburgh Management School. She has been at Edinburgh since 1993 where she teaches Marketing at undergraduate and MBA level. Before coming to Edinburgh, she was a researcher at the Financial Services Research Centre at UMIST, Manchester. Since then, she has written and published a number of articles and papers on the subject of financial services marketing, and has conducted research for several financial institutions, including- Girobank, Co-operative Insurance Society, Homeowners Friendly Society, Dunfermline Building Society and Scottish Widows.

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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover

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2 Reviews 5 star:  (1) 4 star:    (0) 3 star:  (1) 2 star:    (0) 1 star:    (0)           Average Customer Review 4.0 out of 5 stars (2 customer reviews)		Share your thoughts with other customers: Create your own review
Most Helpful Customer Reviews   1 of 1 people found the following review helpful: 3.0 out of 5 stars Textbook with practical limitations, 27 Dec 2005 By  Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)    Social science research methods and techniques are a valuable marketing tool for large financial institutions whose marketers want to understand their customers better. Author Tina Harrison presents solid ways to apply marketing principles to the financial services industry. However, her textbook has a couple of practical limitations. First, it focuses entirely on the U.K., which limits its broader applicability, although it thoroughly covers British regulations and competition. It also lacks timeliness. Some of the research the author cites goes back more than a decade, although it does show how sociological and psychological information can be used to help promote financial services. Despite these deficiencies, the book provides some good basic information for financial services marketers, such as clear chapters on strategy, including the theory of new product introductions. Given the rapid proliferation of new products and the changes in Internet delivery, discount brokerages and regulations since the book’s publication, we find that it is useful primarily as background reading - but, in that context, it still offers financial service marketers food for thought. Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)   1 of 3 people found the following review helpful: 5.0 out of 5 stars Clear and comprehensive, 22 Oct 2000 By A Customer This book provids a great round up of recent developments in this field, especially the legislative, technological and social changes. It's value lies in the fact that it does not re-iterate the basic techniques of marketing using financial examples but rather shows how marketing techniques have to be adapted to financial serivces. Highly recommended to students and practioners. Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this) Share your thoughts with other customers: Create your own review › See all 2 customer reviews...		Ad feedback   Search Customer Reviews Only search this product's reviews

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