4th Edition

Financial Services Marketing A Guide to Principles and Practice

    626 Pages 167 Color Illustrations
    by Routledge

    626 Pages 167 Color Illustrations
    by Routledge

    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.

    Introduction; Part I: Context and Strategy, 1. The Role, Contribution and Context of Financial Services, 2. The Financial Services Marketplace: Structures, Products and Participants, 3. Marketing Financial Services: An Overview, 4. Strategic Development and Marketing Planning, 5. Analysing the Marketing Environment, 6. Understanding the Financial Services Consumer, 7. Segmentation Targeting and Positioning, 8. Internationalisation Strategies for Financial Services; Part I: Case Studies; Part II: Customer Acquisition, 9. Customer Acquisition and the Marketing Mix, 10 Product and Consumer needs, 11. Communication and Promotion, 12. Price and Cost to the Consumer, 13. Consumer Convenience and Distribution, 14. Customer Relationship Management: Principles and Practice, 15. Service Delivery and Service Quality, 16. Satisfaction, Value, Trust and Fairness in Customer Relationships, 17. Corporate Social Responsibility (CSR) and Environmental, Social and Governance (ESG) 18. Marketing: Culture, Challenges and Social Responsibility


    Christine Ennew OBE is Emeritus Professor of Marketing at Warwick Business School and was, until recently, Provost at the University of Warwick. She has been actively involved in financial services research for most of her academic career. She has completed a range of funded projects domestically and internationally, most notably in relation to the development of the Trust Index. She has published some 100 articles in refereed journals, presented over 60 refereed conference papers and produced four books.

    Nigel Waite cut his marketing teeth in the healthcare and packaged goods markets working with Glaxo Smith Kline and Mars before joining the financial services industry in his early thirties. There he was responsible for marketing a wide range of banking, insurance, investment, savings, and loan products for the Lloyds Banking Group and Barclays.  The eight years he spent as a board member uniquely qualifies him to appreciate the importance of helicopter vision when it comes to marketing financial products and services.  Since the year 2000 he has been an Honorary Professor of Marketing at Nottingham University Business School. 

    Roisin Waite  is Director of Group Digital at Barclays. With almost 20 years working in Financial Services Digital, across insurance, asset management and retail banking, she has extensive experience in both digital marketing strategy and implementation, as well as operational management of banking technology. Róisín was one of the first to graduate from the UK’s first MSc in Digital Marketing Communications.

    “The definitive resource for Banking and Finance students covering customer decision-making, regulation, and marketing of financial services and products.” Dr Sam Beatson, Module Convenor, Department of Finance, Risk and Banking, Nottingham University Business School