Now in its 3rd edition, Financial Services Marketing offers a balanced and useful guide to the topic that is both conceptual and practical. The authors have drawn from  extensive international experience to ensure that this text will resonate with users across the globe.  This edition is complemented by numerous international references, examples and case studies featuring companies such as American Express, Direct Line, Barclays, NatWest RBS, Aviva and HSBC.

This fully updated and revised edition features:

  • An expanded section on regulation which has international reach and addresses the post-Brexit world
  • Greatly expanded coverage of digital marketing at both the strategic and tactical levels
  • New material on how to improve a company’s trustworthiness and safeguard a culture that is customer-focussed
  • New examples, vignettes and case studies that showcase best practice from around the world
  • B2B and B2C marketing
  • Upgraded PowerPoint support on the companion website

Financial Services Marketing 3e will be hugely beneficial to academic students of marketing and finance, as well as essential reading to those industry-based and studying for professional qualifications. 

chapter |5 pages


part I|256 pages

Context and strategy

chapter 2|37 pages

The financial services marketplace

Structures, products and participants

chapter 3|22 pages

Marketing financial services

An overview

chapter 5|34 pages

Analysing the marketing environment

chapter 7|29 pages

Segmentation targeting and positioning

part II|170 pages

Customer acquisition

chapter 9|29 pages

Customer acquisition and the marketing mix

chapter 10|32 pages

Product and consumer needs

chapter 11|37 pages

Communication and promotion

chapter 12|33 pages

Price and cost to the consumer

chapter 13|37 pages

Consumer convenience and distribution

part III|137 pages

Customer management, and the future trajectory for marketing

chapter 14|38 pages

Customer-relationship management

Principles and practice

chapter 15|29 pages

Service delivery and service quality

chapter 17|32 pages


Culture, challenges and social responsibility