Marketing Financial Services

2nd Edition

Mike Wright, Trevor Watkins, Christine Ennew

Routledge
Published October 20, 1995
Reference - 420 Pages
ISBN 9780750622479 - CAT# Y132465

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Summary

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.

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