ISBN 13 : 978-1-138-68452-2

Sommaire : Contents
Acknowledgements
Introduction
PART I: Context and Strategy

Chapter 1: The Role, Contribution and Context of Financial Services
Chapter 2: The Financial Services Marketplace: Structures, Products and Participants
Chapter 3: Marketing Financial Services: An Overview
Chapter 4: Strategic Development and Marketing Planning
Chapter 5: Analysing the Marketing Environment
Chapter 6: Understanding the Financial Services Consumer
Chapter 7: Segmentation Targeting and Positioning
Chapter 8: Internationalisation Strategies for Financial Services


Part II Customer Acquisition

Chapter 9: Customer Acquisition and the Marketing Mix
Chapter 10: Product and Consumer needs
Chapter 11 Communication and Promotion
Chapter 12: Price and Cost to the Consumer
Chapter 13: Consumer Convenience and Distribution


Part III Customer management, and the future trajectory for marketing

Chapter 14: Customer Relationship Management: Principles and Practice
Chapter 15: Service Delivery and Service Quality
Chapter 16: Satisfaction, Value, Trust and Fairness in Customer Relationships
Chapter 17: Marketing: Culture, Challenges and Social Responsibility
Bibliography
Index

Nbre volumes : 0

Langue : Anglais

Edition : 3ème

Lieu d'édition : LONDON

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque