Financial Services Marketing
portes grátis
Financial Services Marketing
A Guide to Principles and Practice
Waite, Nigel; Waite, Roisin; Ennew, Christine
Taylor & Francis Ltd
10/2024
662
Dura
9781032504636
Pré-lançamento - envio 15 a 20 dias após a sua edição
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Introduction; Part I: Context and strategy, 1. The role, contribution and context of financial services, 2. Financial services: role, contribution and context, 3. Marketing financial services: an overview, 4. Strategic development and marketing planning, 5. analysing the marketing environment, 6. Understanding the financial services consumer, 7. Segmentation targeting and positioning, 8. Internationalisation strategies for financial services; Part I case studies; Part II: Customer acquisition, 9. Customer acquisition and the marketing mix, 10 Product and consumer needs, 11. Communication and promotion, 12. Price and cost to the consumer, 13. Customer convenience and distribution, Part II case studies; PART III: Managing customer relationships and the future of marketing, 14. Customer relationship management principles and practice, 15. Service delivery and service quality, 16. Satisfaction, value, trust and fairness in customer relationships, 17. Corporate social responsibility (CSR) and environmental, social and governance (ESG) 18. Marketing culture, challenges and evaluation, Part III case studies
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Financial Services;B2B;B2C;E-Commerce;Financial Services Strategy;Consumer Confidence;Financial Marketing;Nigel Waite;Risin Waite
Introduction; Part I: Context and strategy, 1. The role, contribution and context of financial services, 2. Financial services: role, contribution and context, 3. Marketing financial services: an overview, 4. Strategic development and marketing planning, 5. analysing the marketing environment, 6. Understanding the financial services consumer, 7. Segmentation targeting and positioning, 8. Internationalisation strategies for financial services; Part I case studies; Part II: Customer acquisition, 9. Customer acquisition and the marketing mix, 10 Product and consumer needs, 11. Communication and promotion, 12. Price and cost to the consumer, 13. Customer convenience and distribution, Part II case studies; PART III: Managing customer relationships and the future of marketing, 14. Customer relationship management principles and practice, 15. Service delivery and service quality, 16. Satisfaction, value, trust and fairness in customer relationships, 17. Corporate social responsibility (CSR) and environmental, social and governance (ESG) 18. Marketing culture, challenges and evaluation, Part III case studies
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.