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"This book is syncretism at its best . The writing is clear.The flow has the massive feel of logicunfolding"(Arthur Kover,Consulting Director at HCD Research Inc.,Management Fellow at YaleUniversity,and former editor of the Journal of Advertising Research)"Estelami combines an excellent knowledge of marketing literature with a deep understanding offinancial services. The combination is a very effective and contemporary book on marketing financialservices."(Russell S. Winer,Deputy Dean and Professor of Marketing at the Stern School ofBusiness,New York University)"Marketing Financial Servicesserves an important need,both for the training of students wishing toenter the field of financial services,as well as for those already in the profession."(Kent B. Monroe,Distinguished Professor of Marketing Emeritus,University of Illinois at Urbana-Champaign andDistinguished Visiting Scholar,University of Richmond)"This book provides the reader with a thorough,in-depth review of the subject matter."(AlisonMunsch,Principal,Insights for Actions Research,LLC)Financial services marketers are faced with challenging issues related to pricing,advertising,and sell-ing their products in the marketplace on a daily basis. These challenges result from the immense com-plexity of financial services,the massive number of regulations influencing the industry,and the rapid-ly evolving face of competition. This book provides a systematic and scientific approach to the prac-tice of marketing financial services. The book approaches the topic from the perspective of the cus-tomer. Research findings related to consumer psychology and human decision making provide thefoundation for a structured approach to understanding how individuals make their financial decisions.Drawing from this analysis,the book establishes successful marketing practices for advertising,dis-tributing,and pricing financial products and services. In addition,the book provides a detailed outlineof regulations affecting marketing practices in the U.S.,and discusses tactical and strategic tools usedby financial services companies to penetrate the market. The book has been developed for use byindividual readers eager to gain in-depth training on the topic on their own,and for classroom use byinstructors in business schools at the MBA,undergraduate,and executive levels.
"This book is syncretism at its best . The writing is clear.The flow has the massive feel of logicunfolding"(Arthur Kover,Consulting Director at HCD Research Inc.,Management Fellow at YaleUniversity,and former editor of the Journal of Advertising Research)"Estelami combines an excellent knowledge of marketing literature with a deep understanding offinancial services. The combination is a very effective and contemporary book on marketing financialservices."(Russell S. Winer,Deputy Dean and Professor of Marketing at the Stern School ofBusiness,New York University)"Marketing Financial Servicesserves an important need,both for the training of students wishing toenter the field of financial services,as well as for those already in the profession."(Kent B. Monroe,Distinguished Professor of Marketing Emeritus,University of Illinois at Urbana-Champaign andDistinguished Visiting Scholar,University of Richmond)"This book provides the reader with a thorough,in-depth review of the subject matter."(AlisonMunsch,Principal,Insights for Actions Research,LLC)Financial services marketers are faced with challenging issues related to pricing,advertising,and sell-ing their products in the marketplace on a daily basis. These challenges result from the immense com-plexity of financial services,the massive number of regulations influencing the industry,and the rapid-ly evolving face of competition. This book provides a systematic and scientific approach to the prac-tice of marketing financial services. The book approaches the topic from the perspective of the cus-tomer. Research findings related to consumer psychology and human decision making provide thefoundation for a structured approach to understanding how individuals make their financial decisions.Drawing from this analysis,the book establishes successful marketing practices for advertising,dis-tributing,and pricing financial products and services. In addition,the book provides a detailed outlineof regulations affecting marketing practices in the U.S.,and discusses tactical and strategic tools usedby financial services companies to penetrate the market. The book has been developed for use byindividual readers eager to gain in-depth training on the topic on their own,and for classroom use byinstructors in business schools at the MBA,undergraduate,and executive levels.
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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advertising financial products, financial services marketers, most financial services organizations, flex mortgages, conducting market segmentation, current financial services provider, other marketing contexts, advertising response function, pricing financial services, payout behavior, catastrophic bank failures, financial services prices, financial services marketing, many financial services organizations, financial services decisions, identity theft insurance, financial services advertising, services marketing activities, total mortgage amount, checking account services, financial services categories, financial services offers, consumer decision process, financial services transactions, particular financial service Key Phrases - Capitalized Phrases (CAPs): (learn more)
Wall Street Journal, New York, Business Week, Federal Reserve, United States, Prentice Hall, Banking Journal, Credit Card Management, Upper Saddle River, Quorum Books, Alec Benn, The International Journal of Bank Marketing, Federal Trade Commission, Journal of Financial Services Marketing, Journal of Marketing Research, Bank Modernization Act, Hooman Estelami, Managerial Decision Making, Bank of America, Donald Lehmann, Glass-Steagall Act, Harvard Business School Press, Joseph Lexzmmar, Lending Act, Timothy Mullaney New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
advertising financial products, financial services marketers, most financial services organizations, flex mortgages, conducting market segmentation, current financial services provider, other marketing contexts, advertising response function, pricing financial services, payout behavior, catastrophic bank failures, financial services prices, financial services marketing, many financial services organizations, financial services decisions, identity theft insurance, financial services advertising, services marketing activities, total mortgage amount, checking account services, financial services categories, financial services offers, consumer decision process, financial services transactions, particular financial service Key Phrases - Capitalized Phrases (CAPs): (learn more)
Wall Street Journal, New York, Business Week, Federal Reserve, United States, Prentice Hall, Banking Journal, Credit Card Management, Upper Saddle River, Quorum Books, Alec Benn, The International Journal of Bank Marketing, Federal Trade Commission, Journal of Financial Services Marketing, Journal of Marketing Research, Bank Modernization Act, Hooman Estelami, Managerial Decision Making, Bank of America, Donald Lehmann, Glass-Steagall Act, Harvard Business School Press, Joseph Lexzmmar, Lending Act, Timothy Mullaney New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 98
books:
See all 98 books this book cites
- Financial Services (Aspects of Britain) by HMSO Books on 7 pages
- Financial Services Marketing by Tina Harrison on 6 pages
- Consumer Behavior by Roger D. Blackwell on 5 pages
- Financial Services (Careers in Focus) by Ferguson Publishing on 4 pages
- Judgment in Managerial Decision Making by Max H. Bazerman on 4 pages
See all 98 books this book cites
Books on Related Topics
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63% buy the item featured on this page: Marketing Financial Services $44.05 |
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9% buy Shift Happens: The New Age Of Bank Marketing: How Changing Lifestyles And Customer Experience Are Challenging Bank Marketers $24.95 |
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8% buy The Professional's Guide to Financial Services Marketing: Bite-Sized Insights For Creating Effective Approaches $17.43 |
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