17   Marketing

Culture, challenges and social responsibility

Learning objectives

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

•  appreciate the importance of integrating functional marketing activities holistically within the overall corporate culture;

•  appreciate the challenges that a more customer-centric approach presents to marketers of financial services now and in the future;

•  understand how to evaluate the contribution made by marketing to an organisation;

•  understand marketing’s wider contribution within the contexts of corporate social responsibility and sustainability.

17.1 Introduction

By now it should have become clear to readers that the financial services sector is frequently a source of controversy, mistrust and scepticism. ...

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