Marketing Financial Services recognises that the major function of the financial services marketer is decision making. It focuses on the major types of decisions - and problems - facing marketing executives. Strategies to win and retain B2B and B2C customers are discussed in the context of many financial services sectors, including banks, insurance companies, investment trusts and stock exchanges.
This second edition has been thoroughly updated to reflect changes in the industry and the availability of new technologies. The text has been made more accessible and includes gripping case studies to demonstrate the realities of financial services marketing in an unstable and competitive environment.
Key features:
- Logical structure and improved pedagogy, including new vignettes and detailed case studies
- An experienced and established author team gives expert advice
- International coverage shows you the big picture
- Companion Website, offering PowerPoint slides, revision questions and answers to case study exercises, and long case studies with notes and exercises
JILLIAN DAWES FARQUHAR is is Professor of Marketing Strategy at the University of Bedfordshire, UK. She has extensive experience of consulting for major financial services providers and is Editor of the International Journal of Bank Marketing. ARTHUR MEIDAN is Emeritus Professor of Marketing at Sheffield University Management School, UK. He has lectured, consulted and taught extensively on bank and insurance marketing throughout the world. He has also published widely and currently serves on the editorial board for both the International Journal of Bank Marketing and the Journal of Financial Services Marketing.JILLIAN DAWES FARQUHAR is is Professor of Marketing Strategy at the University of Bedfordshire, UK. She has extensive experience of consulting for major financial services providers and is Editor of the International Journal of Bank Marketing. ARTHUR MEIDAN is Emeritus Professor of Marketing at Sheffield University Management School, UK. He has lectured, consulted and taught extensively on bank and insurance marketing throughout the world. He has also published widely and currently serves on the editorial board for both the International Journal of Bank Marketing and the Journal of Financial Services Marketing.
“An excellent book combining the closely related activities of financial services, services marketing and strategic marketing in a well presented, logically strong and scientifically correct method with plenty of advice, case studies, easy to follow charts, and graphs. This book can be used by anybody who wishes to learn the intricacies of customer relationships and relationship management in the financial services. I strongly recommend this clever book to all in the financial services markets and students of marketing.” —Professor Tevfik Dalgic, School of Management, University of Texas at Dallas, USA
Praise for the first edition:
"Arthur Meidan's considerable experience in the area of marketing financial services is brought together in this volume. The contents, in a logical manner, are the key characteristics essential to understanding financial services marketing. Practitioners and academics will find this book of value." - Adrian Payne, Professor of Services Marketing, Cranfield University, UK
"A welcome contribution to the literature for both students of marketing and practitioners within the financial services industry...The international marketing research examples are welcome, together with the exhibits, which provide the opportunity for discussion and class presentation." - B.R. Lewis, UMIST, UK, former editor of the
International Journal of Marketing Management"An invaluable book for all those studying the marketing of financial services. Its range of topics is comprehensive. It covers everything that I have encountered in seven years of bank marketing. The description of the three crucial functions in bank marketing - research and analysis, product development, and marketing services and communications - is very thorough and enlivened with case histories and detailed examples." - Kevin Gavaghan, ex-Marketing and Communications Director, Midland Bank
