Product Description
Financial Services Marketing: an international guide to principles and practice contains the ideal balance of marketing theory and practice to appeal to advanced undergraduates and those on professional courses such as the Chartered Institute of Banking. Taking an international and strategic view of an increasingly important and competitive sector, Financial Services Marketing adopts a fresh approach in terms of structure, and is organised around the core mar… More >>
Financial Services Marketing: An international guide to principles and practice
Tags: chartered institute of banking, financial services, professional courses, theory and practice, undergraduates
#1 by Alberto Ponsa Talavera on June 28, 2010 - 11:46 pm
Very disappointing. At a first glance, it seems that a book entittled “financial services marketing” would give you a powerful insight to new trends of making banking business. In fact, marketing exists since new business is “out in the street”.
This book will not help you in your research. It covers a broad overview about what marketing is all about, featuring the classic topis of product mix, segmentation, customer relationship management, etcetera. Well written if you are an incomer in the field, but very unuseful if you are an incumbent.
Unworth.
Rating: 1 / 5