ABSTRACT
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.
TABLE OF CONTENTS
part |32 pages
The dynamic financial services marketing environment
chapter |13 pages
‘Challenger banks': Are they for real?
part |88 pages
The financial services consumer and financial decision-making
chapter |16 pages
Understanding how consumers make financial choices
chapter |15 pages
Financial and non-financial attributes of pension fund structures
part |58 pages
Managing financial services relationships and the customer experience
chapter |18 pages
Trust and trustworthiness in retail financial services
chapter |11 pages
Should I stay or should I go?
part |47 pages
Developing and managing the financial services offering
part |52 pages
Financial services pricing strategies
part |32 pages
Communicating and promoting financial services
part |43 pages
Distribution and delivery of financial services
chapter |18 pages
E-servicescapes in online banking
part |31 pages
Corporate financial services marketing
part |41 pages
Alternative banking models
part |43 pages
Marketing malpractice and financial fiascos
part |79 pages
Moral and ethical issues in financial services marketing