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Financial Services Marketing

其他書名	An International Guide to Principles and Practice
出版	Routledge, 2006
主題	Business & Economics / GeneralBusiness & Economics / Marketing / GeneralBusiness & Economics / Economics / MicroeconomicsBusiness & Economics / Sales & Selling / GeneralBusiness & Economics / Industries / Financial Services
ISBN	07506699779780750669979
URL	http://books.google.com.hk/books?id=k5P4gX5PHGUC&hl=&source=gbs_api
EBook	SAMPLE

註釋Financial Services Marketing: an international guide to principles and practicecontains the ideal balance of marketing theory and practice to appeal to advanced undergraduates and those on professional courses such as the Chartered Institute of Banking. Taking an international and strategic view of an increasingly important and competitive sector, Financial Services Marketing adopts a fresh approach in terms of structure, and is organised around the core marketing activities of marketing for acquisition and marketing for retention. Financial Services Marketing features:
* Strong international focus: case studies and vignettes representing Asia-Pacific, Europe and the US.
* Comprehensive coverage, focusing on both B2B and B2C marketing.
* Expert insights into the latest innovations in the sector, from technological developments, CRM and customer loyalty to issues of social responsibility.

Financial Services Marketing will help both the student and the practitioner to develop a firm grounding in the fundamentals of: financial services strategy, customer acquisition, and customer development. Reflecting the realities of financial services marketing in an increasingly complex sector, it provides the most up-to-date, international and practical guide to the subject available.