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