Financial services marketing : an international guide to principles and practice

Context and strategy -- The role, contribution and context of financial services -- The financial services marketplace : structures, products and participants -- Marketing financial services : an overview -- Strategic development and marketing planning -- Analysing the marketing environment -- 6.understanding the financial services consumer -- Segmentation targeting and positioning -- Internationalisation strategies for financial services -- Customer acquisition -- Customer acquisition and the marketing mix -- Product management -- Promotion -- Pricing -- Distribution channels: routes-to-market -- Customer development -- Customer relationship management : principles and practice -- Service delivery and service quality -- Satisfaction, value, trust and fairness in consumer relationships -- Marketing : culture, challenges and social responsibility