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eISBN : 9781138684522

Sommaire : Contents

Part 1. Context and Strategy
1. The role, contribution and context of financial services
2. The financial services marketplace: structures, products and Participants
3. Introduction to financial services marketing
4. Analysing the marketing environment
5. Strategic development and marketing planning
6. Internationalization strategies for financial services
7. Understanding the financial services consumer
8. Segmentation targeting and positioning

Part 2. Customer acquisition
9. Customer acquisition strategies and the marketing mix
10. Product policies
11. Promotion
12. Pricing
13. Distribution channels: routes-to-market

Part 3. Customer Development
14. Customer relationship management strategies
15. Service delivery and service quality
16. Customer satisfaction, customer value and treating customers fairly
17. Customer relationship management in practice

Bibliography

Langue : Anglais

Edition : 3ème

Lieu d'édition : LONDON

Localisation : Bibliothèque Campus de Nice

Support : Numérique

Etat : Présent

Propriétaire : Bibliothèque