Financial Services Marketing
This new edition balances the theoretical and the practical for advanced undergraduates, those specialising in financial services at postgraduate level, individuals undertaking professional courses such as those offered by the ifs School of Finance, and employees working within the financial services sector. Ennew and Waite draw from global business cases in both B2B and B2C marketing, taking a unique approach in terms of structure by splitting discussion between marketing for acquisition and marketing for retention.
This fully updated and revised second edition features:
• a revised approach to the industry in the light of the global financial crisis, including ethical considerations, consumer confidence issues, ...