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Financial Services Marketing is an ideal introduction to this important sector, clearly demonstrating how marketing theory is applied in practice. Logically structured around the core marketing principles (buyer behaviour, segmentation, product development, distribution, pricing and promotion), the book is exceptionally clear and well written. In addition, topical and innovative approaches to marketing are also covered, including relationship marketing and customer loyalty. Unlike many other texts, the book does not focus exclusively on the retail environment but incorporates technological developments in delivery systems, including telephone and internet banking, and the use of IT in database marketing. Furthermore, it is the first text of its kind to devote a whole chapter to corporate financial services marketing. Critical to any text within this fast-moving environment, the book is also extremely up-to-date covering the latest regulatory developments under the Financial Services Authority and new forms of financial institutions, such as supermarket banks. Financial Services Marketing is for advanced undergraduate and postgraduate courses in financial services marketing, as well as professional courses such as the Chartered Institute of Bankers. It is also valuable to students studying services marketing courses.
"This book is syncretism at its best . The writing is clear.The flow has the massive feel of logicunfolding"(Arthur Kover, Consulting Director at HCD Research Inc., Management Fellow at YaleUniversity, and former editor of the Journal of Advertising Research)"Estelami combines an excellent knowledge of marketing literature with a deep understanding offinancial services. The combination is a very effective and contemporary book on marketing financialservices."(Russell S. Winer, Deputy Dean and Professor of Marketing at the Stern School ofBusiness, New York University)"Marketing Financial Servicesserves an important need, both for the training of students wishing toenter the field of financial services, as well as for those already in the profession."(Kent B. Monroe, Distinguished Professor of Marketing Emeritus, University of Illinois at Urbana-Champaign andDistinguished Visiting Scholar, University of Richmond)"This book provides the reader with a thorough, in-depth review of the subject matter."(AlisonMunsch, Principal, Insights for Actions Research, LLC)Financial services marketers are faced with challenging issues related to pricing, advertising, and sell-ing their products in the marketplace on a daily basis. These challenges result from the immense com-plexity of financial services, the massive number of regulations influencing the industry, and the rapid-ly evolving face of competition. This book provides a systematic and scientific approach to the prac-tice of marketing financial services. The book approaches the topic from the perspective of the cus-tomer. Research findings related to consumer psychology and human decision making provide thefoundation for a structured approach to understanding how individuals make their financial decisions.Drawing from this analysis, the book establishes successful marketing practices for advertising, dis-tributing, and pricing financial products and services. In addition, the book provides a detailed outlineof regulations affecting marketing practices in the U.S., and discusses tactical and strategic tools usedby financial services companies to penetrate the market. The book has been developed for use byindividual readers eager to gain in-depth training on the topic on their own, and for classroom use byinstructors in business schools at the MBA, undergraduate, a
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 marketing activities of marketing for acquisition and marketing for retention. Financial Services Marketing features: * Strong international focus: case studies and vignettes representing Asia-Pacific, Europe and the US. * Comprehensive coverage, focusing on both B2B and B2C marketing. * Expert insights into the latest innovations in the sector, from technological developments, CRM and customer loyalty to issues of social responsibility. Financial Services Marketing will help both the student and the practitioner to develop a firm grounding in the fundamentals of: financial services strategy, customer acquisition, and customer development. Reflecting the realities of financial services marketing in an increasingly complex sector, it provides the most up-to-date, international and practical guide to the subject available.
Mobile financial services (MFS) are of major interest and importance to both researchers and practitioners. The role played by nonbanking actors including telecoms and FinTech firms as well as other participants, such as PayPal and Amazon, in developing and deploying innovative financial and payment services is undeniable. Peer2peer (P2P) payments from nonbank services are becoming increasingly commonplace and will shortly be codified by EC (EU?) regulations requiring banks to provide access to consumer data for third-party app developers and service providers. Three major mobile financial systems—mobile banking, mobile payments, and branchless banking—currently dominate the electronic retail banking sector. Although interconnected and interrelated, their business models, regulatory frameworks, and target markets are distinct. This book provides a unified perspective on MFS and discusses its evolution, growth, and future, as well as identifying the frameworks, stakeholders, and technologies used in financial information systems in general and MFS in particular. Academics and researchers in digital and financial marketing will find this book an invaluable resource, as will bank executives, regulators, policy makers, FinTech professionals, and anyone interested in how mobile technology, social media and financial services will increasingly intersect.
The roadmap to success for financial professionals using real-world examples, practical how-to's, and a structured approach to marketing strategy and tactics that covers the basics for beginners and inspires new ideas for marketing pros The Financial Marketing Services Handbook, Second Edition gives sales and marketing practitioners the practical tools and best practices they need both to improve their job performance and their retail and institutional marketing strategies. The FSM Handbook guides marketing and sales professionals working in an industry characterized by cut-throat competition, client mistrust, transformative technologies, and ever-changing regulation, to understand the practical steps they must take to turn these threats into opportunities. Providing invaluable information on how to target, win, and retain profitable customers, the book presents an overview of the basic marketing functions—segmentation, positioning, brand building, situational analyses, and tactical planning—as they relate specifically to the financial services industry. With up-to-date case studies, showing what has worked and, more tellingly, what hasn't, the book demonstrates how to effectively utilize the marketer's toolbox—from advertising and public relations to social media and mobile marketing. Discusses how social media (Twitter, Facebook, blogs, review sites) impact branding and sales Packed with new information on landing pages, email success factors, and smartphone apps Demonstrates how behavioral economics affect marketing strategy Case studies and charts are fully revised and updated The financial industry is under intense pressure to improve profits, retain high-value clients, and maintain brand equity without straining budgets. The first edition has become an industry-standard reference book and The Financial Services Marketing Handbook, Second Edition gives sales and marketing professionals even more of the information they need to stretch value from each marketing dollar.
Within a practical business context of the changing, competitive climate, this book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care, while several relevant case studies have also been added. Combining analysis of principles, concepts and techniques with sound practical advice, 'Marketing Financial Services' is ideal for students on degree and postgraduate courses, including Chartered Institute of Bankers. There is also a tutor resource pack to accompany the case studies in this textbook.
This new edition balances the theoretical and the practical for advanced undergraduates, those specialising in financial services at postgraduate level, individuals undertaking professional courses such as those offered by the IFS School of Finance, and employees working within the financial services sector. Ennew & Waite draw from global business cases in both B2B and B2C marketing, taking a unique approach in terms of structure by splitting discussion between marketing for acquisition and marketing for retention. This fully updated and revised second edition features: A revised approach to the industry in the light of the global financial crisis, including ethical considerations, consumer confidence issues, and new approaches to regulation New sections on e-commerce and its impact on customer relationships New case studies and vignettes A new companion website to support teaching, including PowerPoint slides, test bank questions, additional cases and cameo video mini-lectures. Financial Services Marketing 2e will help the student and the practitioner to develop a firm grounding in the fundamentals of financial services strategy, customer acquisition and customer development. Reflecting the realities of financial services marketing in an increasingly complex sector, it provides the most up-to-date, international and practical guide to the subject available.
A 13-point manifesto for a new financial services marketing model Anthony Thomson knows a thing or two about new and disruptive financial services, having co-founded and chaired first the ground-breaking Metro Bank and then the purely digital, app-based Atom Bank. And as a financial services marketing specialist for over 30 years, Lucian Camp has helped develop more new and innovative financial services propositions than anyone. Now they’ve put their heads together to write No Small Change, a passionate, opinionated and practical manifesto arguing that the fast-changing financial services world urgently needs to rethink the whole of its approach to marketing. Most of all, they propose that an increasingly digital, fintech-driven industry needs not just more marketing, but also better marketing to make sure it’s successfully identifying consumers’ real needs, and finding powerful and successful ways to engage with them. After detailing the forces of change that demand a new approach, the book then examines in 13 chapters what the key components of that new approach should look like. It takes a broad and multi-faceted perspective, exploring areas as diverse as the crisis of consumer trust, the ever-growing power of Big Data, the importance of leadership and corporate culture and the rapid advance in thinking based on Behavioural Economics. In developing these themes, the authors don’t pull their punches. The book is fiercely critical of some of the industry’s long-established marketing habits, providing compelling reasons why it’s time to abandon the practices that have given it a bad name. Marketers will applaud, but the book is also intended for a broader audience. Thomson and Camp challenge senior management in financial firms to appreciate the real value that marketers can bring to shaping the business agenda at the highest level, and not just to label marketing with that tired old phrase “the colouring-in department.” Rich in anecdotes, comments from leading industry figures, personal experiences on the part of both authors and findings from original research, No Small Change is an entertaining and rewarding read – and, at this point in the development of financial services, a timely and important one.
Written for marketing and finance directors, CEOs, and strategists, as well as MBA students, this practical book explains the principles and practice behind rigorous due diligence in marketing. It connects marketing plans and investment to the valuation of the firm and how it can contribute to increasing stakeholder value. Completely revised and updated throughout, the Second Edition features new case examples as well as a completely new first chapter containing the results of new research into risk and marketing strategies amongst Finance Directors and Chief Marketing Officers.
This third edition offers you an opportunity to master the details of the marketing process. MARKETING FOR BANKERS defines what marketing is & why your understanding of this concept is essential in today's competitive economic environment. Chapters are devoted to "The Development of a Situation Analysis," "Objective Setting & Strategy Formulation," "Consumer & Organizational Buying Behavior," "Target Market Selection & Position Strategies," & "Promotion Strategy: Advertising & Sales Promotion," among many other topics.