The complexity, variability and uncertainty of performance of many financial services make consumer evaluation difficult, and have accounted for many purchases failing to meet expectations. Suggests how evaluation can be improved before, during and after purchase. Before purchase, confidence in...

Sales promotions are often conceived as having tactical, rather than strategic, potential. This is accounted for by the sheer diversity of promotions, together with the hectic nature of marketing management. Proposes that promotions can provide strategic direction in guiding, targeting and...