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    FINANCIAL SERVICES MARKETING
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    529616

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    Sinopse

    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.
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    Especificações

    ISBN9780750669979
    Pré vendaNão
    Peso464g
    Autor para link
    Livro disponível - pronta entregaNão
    Tipo itemLivro Nacional
    Número de páginas416
    Número da edição1ª EDIÇÃO - 2006
    Código Interno529616
    Código de barras9780750669979
    AcabamentoPAPERBACK
    AutorENNEW, CHRISTINE | WAITE, NIGEL
    EditoraBUTTERWORTH-HEINEMANN
    Sob encomendaSim

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