Marketing Financial Services, Second Edition (Marketing Series) [Paperback]

Mike Wright (Author), TREVOR WATKINS (Author), Christine Ennew (Editor)

Book Description

Publication Date: November 23, 1995 | ISBN-10: 0750622474 | ISBN-13: 978-0750622479 | Edition: 2

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.


ideal for CIM diploma students, as well as those on degree and postgraduate courses
book combines principles, concepts and techniques with practice
strong contributor team

Editorial Reviews

Review

`For those whose main interest is financial product marketing, MARKETING FINANCIAL SERVICES is excellent. It is aimed particularly at students taking a CIM or CIB course, but deserves a wider audience altogether.' PUBLIC RELATIONS

Product Details

• Paperback: 384 pages
• Publisher: Butterworth-Heinemann; 2 edition (November 23, 1995)
• Language: English
• ISBN-10: 0750622474
• ISBN-13: 978-0750622479
• Product Dimensions: 9.6 x 7.4 x 1 inches
• Shipping Weight: 1.9 pounds (View shipping rates and policies)
• Average Customer Review: 3.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #1,195,860 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

4.0 out of 5 stars Fine introduction and a convenient resource book., July 14, 2000

By 

Joseph de Leon - See all my reviews

This review is from: Marketing Financial Services, Second Edition (Marketing Series) (Paperback)

There are simply not enough good books that capture the nuances of Marketing Financial Services. We are fortunate that one (if not the only) book in this field is as well written and educational as this.

While Financial Services face the same challenges as conventional products, there are difficulties and challenges unique to the industry.

Considering the size and momentum of the world's financial markets, you would think there would be more attention paid to this field. Ennew and her group carefully walk you through all the major categories of banking and financial services.

That being said,there are areas where the book might not sit well with many readers. Most of the data is UK centered. One might have to look for another source to learn more about marketing financial services and products in a global scenario. The book probably did not explore the value of BRANDING in the financial services industry with the depth it could have.

However, this is a fine introduction for novices and a convenient resource book for old hands.

1 of 1 people found the following review helpful:

3.0 out of 5 stars too academic for practitioners, July 19, 2004

By A Customer

This review is from: Marketing Financial Services, Second Edition (Marketing Series) (Paperback)

This is a fine academic text but of limited use to practitioners. Having taught financial services marketing for many years, I have found this book lacks real-world applications. In addition, its focus is primarily UK based.