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Financial services marketing

Financial services marketing : a guide to principles and practice

 Ennew, Christine
 Routledge, 2025 ISBN: 9781003398615 ebk
 4th ed. London : xxiii, 4, 637 p. ; 25 cm. English
Financial services industryMarketingTiếp thịDịch vụ tài chínhQuản trị kinh doanh và du lịch
Mô tả biểu ghi
ID:71395
DDC 332.1068
Tác giả CN Ennew, Christine
Nhan đề Financial services marketing : a guide to principles and practice / Christine Ennew, Nigel Waite and Róisín Waite.
Lần xuất bản 4th ed.
Thông tin xuất bản London :Routledge,2025
Mô tả vật lý xxiii, 4, 637 p. ;25 cm.
Tóm tắt This fourth edition of Financial Services Marketing firmly reinforces the book's role as a leading global educational resource, combining appropriate conceptual principles with practical insights on how financial products and services are marketed in the real world. The authors draw upon their extensive international experience marketing some of the world's best known financial brands including Lloyds TSB and Barclays. Readers will gain a firm understanding of how financial products and services work within the commercial, social, economic, governmental, regulatory, and environmental context in which they operate. This fully updated and revised edition features: A brand-new chapter devoted to environmental, social, and corporate governance Revised coverage of the impact of digital advances in all aspects of business models and marketing practice, including how AI and social marketing are changing financial services and customer experience The latest regulatory developments for safeguarding the fair treatment of customers New and improved case studies that showcase best practice from around the world An upgraded companion website including new teaching aids and references Financial Services Marketing is essential reading for advanced undergraduate and postgraduate students studying Marketing for Financial Services, Marketing Strategy, and Consumer Ethics in Finance. It is also suitable for executive students studying for professional qualifications and executive MBAs
Thuật ngữ chủ đề Financial services industry-Marketing
Từ khóa tự do Marketing
Từ khóa tự do Tiếp thị
Từ khóa tự do Dịch vụ tài chính
Môn học Quản trị kinh doanh và du lịch
Tác giả(bs) CN Waite, Nigel
Tác giả(bs) CN Waite, Róisín
Địa chỉ 100TK_Tài liệu môn học-MH516014(1): 000143853
Tệp tin điện tử http://lib.hanu.vn/kiposdata2/bookcover/000143853_thumbimage.jpg
MARC
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300[ ] |a xxiii, 4, 637 p. ; |c 25 cm.
520[ ] |a This fourth edition of Financial Services Marketing firmly reinforces the book's role as a leading global educational resource, combining appropriate conceptual principles with practical insights on how financial products and services are marketed in the real world. The authors draw upon their extensive international experience marketing some of the world's best known financial brands including Lloyds TSB and Barclays. Readers will gain a firm understanding of how financial products and services work within the commercial, social, economic, governmental, regulatory, and environmental context in which they operate. This fully updated and revised edition features: A brand-new chapter devoted to environmental, social, and corporate governance Revised coverage of the impact of digital advances in all aspects of business models and marketing practice, including how AI and social marketing are changing financial services and customer experience The latest regulatory developments for safeguarding the fair treatment of customers New and improved case studies that showcase best practice from around the world An upgraded companion website including new teaching aids and references Financial Services Marketing is essential reading for advanced undergraduate and postgraduate students studying Marketing for Financial Services, Marketing Strategy, and Consumer Ethics in Finance. It is also suitable for executive students studying for professional qualifications and executive MBAs
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