We are delighted to introduce you to the second edition of Financial Services Marketing. We hope it will inform and inspire students, practitioners, policymakers and others who care about consumer financial well-being.

Let’s get straight down to business by asking ‘What is marketing?’ Quite simply, the answer is – ‘It’s all about getting and keeping customers’. If we consider some great companies and brands that are widely respected and admired (Johnson & Johnson, Mars, Virgin, Sony for example) they all have one thing in common – everything they do revolves around the customer. It is the ways in which they get and keep customers which mark them out. Great and enduring brands and businesses get customers through providing products ...

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