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Financial Services Marketing
A Guide to Principles and Practice
Christine Ennew, Nigel Waite, Róisín Waite
Livre broché | Anglais
81,45 €
+ 162 points
Format
Description
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 artificial intelligence (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
- Upgraded Support Material 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.
Spécifications
Parties prenantes
- Auteur(s) :
- Editeur:
Contenu
- Nombre de pages :
- 662
- Langue:
- Anglais
Caractéristiques
- EAN:
- 9781032504643
- Date de parution :
- 02-10-24
- Format:
- Livre broché
- Format numérique:
- Trade paperback (VS)
- Dimensions :
- 174 mm x 246 mm
- Poids :
- 1070 g
