The Routledge Companion to Financial Services Marketing

The Routledge Companion to Financial Services Marketing

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Interest in Financial Services Marketing has grown hugely over the last few decades, particularly since the financial crisis, which scarred the industry and its relationship with customers. It reflects the importance of the financial services industry to the economies of every nation and the realisation that the consumption and marketing of financial services differs from that of tangible goods and indeed many other intangible services. This book is therefore a timely and much needed comprehensive compendium that reflects the development and maturation of the research domain, and pulls together, in a single volume, the current state of thinking and debate. The events associated with the financial crisis have highlighted that there is a need for banks and other financial institutions to understand how to rebuild trust and confidence, improve relationships and derive value from the marketing process. Edited by an international team of experts, this book will provide the latest thinking on how to manage such challenges and will be vital reading for students and lecturers in financial services marketing, policy makers and practitioners.The One Account was the UKa#39;s first current account mortgage direct to the retail market. ... In 2002, Virgin Direct subsequently re-branded as Virgin Money and increased its product offering, adding a credit card offered in partnership with Bank of ... and travel cards), savings and investment products, general insurance products (motor, home, travel and pets), pensions, financial planning and mortgages.

Title:The Routledge Companion to Financial Services Marketing
Author: Tina Harrison, Hooman Estelami
Publisher:Routledge - 2014-12-05

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