Marketing Financial Services recognises that the major function of the financial services marketer is decision making. It focuses on the major types of decisions - and problems - facing marketing executives. Strategies to win and retain B2B and B2C customers are discussed in the context of many financial services sectors, including banks, insurance companies, investment trusts and stock exchanges.

This second edition has been thoroughly updated to reflect changes in the industry and the availability of new technologies. The text has been made more accessible and includes gripping case studies to demonstrate the realities of financial services marketing in an unstable and competitive environment.

Key features:

- Logical structure and improved pedagogy, including new vignettes and detailed case studies
- An experienced and established author team gives expert advice
- International coverage shows you the big picture
- Companion Website, offering PowerPoint slides, revision questions and answers to case study exercises, and long case studies with notes and exercises