Financial Services Marketing, 2nd Edition

9   Customer acquisition and the marketing mix

Learning objectives

At the end of this chapter you should be able to:

•  understand the relationship between marketing strategy and the marketing mix;

•  appreciate the differences and relationship between annual marketing planning and the strategic marketing plan;

•  explain the nature of the marketing mix as it applies to financial services;

•  understand the challenges associated with developing a financial services marketing mix;

•  appreciate the ways in which digital marketing is impacting upon the use of the marketing mix.

9.1 Introduction

Discussions of marketing have traditionally focused attention on how to attract new customers – a process typically described as customer acquisition. ...