10 Pages

Introduction: fi nancial services marketing in a post-crisis era

ByTina Harrison, Hooman Estelami

Formal academic study of fi nancial services marketing has been an ongoing endeavor for several decades. Countless researchers have examined the wide range of topics related to fi nancial services marketing theory and practice, resulting in thousands of research papers and numerous specialized journals and books. The fi eld of fi nancial services marketing has now reached a new plateau: it has matured to a state where established views on how fi nancial services are to be marketed are being challenged and new horizons have appeared. Drastic changes in the economic climates around the world and the adoption of revolutionizing technologies in fi nancial services are rapidly changing the landscape in which marketers operate.