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Financial Services Marketing, 2nd Edition by Nigel Waite, Christine Ennew

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Foreword

The first edition of Nigel Waite’s and Christine Ennew’s textbook Financial Services Marketing: An International Guide to Principles and Practice was hugely welcome within the field of financial literacy as it allowed the reader to grasp the complexities of the financial services industry. The second edition has now been expanded to include material on how the credit crunch is affecting regulation, and it identifies countries which evidence best practice in the industry; an important element of Part I is the focus on integrity, trust and transparency.

The crucial message in this book is that the industry needs to become more customer-orientated and focused upon the needs of the customer rather than simply on profit. The mis-selling of ...

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