Marketing for Financial Services: 1st Edition (Hardback) book cover

Marketing for Financial Services

1st Edition

By William Winston

Routledge

143 pages

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Hardback: 9780866565486
pub: 1986-01-01
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Description

Expert authorities in marketing explain essential points for the effective marketing of financial services.

Table of Contents

Contents Preface

  •  An Historical Understanding of Financial Planning and Services for a Better Marketing Perspective
  • Financial Services Strategic Marketing Planning
  • The Service Marketing Planning Process: A Case for Accounting Firms and Banks
  • A Customer Approach to Improving Financial Services Marketing
  • Direct Marketing Comes of Age in Financial Service Organizations
  •  Life Insurance Agents as Financial Planners: A Matter of Role Consensus
  •  Pricing Financial Institution Products: Methods and Strategies
  • Attitudinal and Behavioral Characteristics of American and Canadian Credit Card Holders
  • Realization of Marketing Benefits of ATMs
  • Marketing a Financial Service Within a Firm
  • Reference Notes Included
  • Reference Notes Included

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General