Financial services marketing an international guide to principles and practice
This fully updated and revised second edition draws on global business cases from both B2B and B2C marketing, taking a unique approach in terms of structure by splitting discussion between marketing for acquisition and marketing for retention.With new case studies and vignettes and a new companion w...
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| Format: | eBook |
| Language: | English |
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Abingdon
Routledge
2013
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| Edition: | 2nd ed |
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| Collection: | O'Reilly - Collection details see MPG.ReNa |
| Summary: | This fully updated and revised second edition draws on global business cases from both B2B and B2C marketing, taking a unique approach in terms of structure by splitting discussion between marketing for acquisition and marketing for retention.With new case studies and vignettes and a new companion website to support teaching, this text will help the student and the practitioner to develop a firm grounding in the fundamentals of financial services strategy, customer acquisition and customer development. Reflecting the realities of financial services marketing in an increasingly complex sector |
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| Item Description: | Previous edition: Butterworth-Heinemann/Elsevier, 2006 |
| Physical Description: | xxii, 495 pages illustrations |
| ISBN: | 9781134075959 9780203521649 9781299715745 1299715745 0203521641 9781134076024 1134075952 |