This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book presents financial services marketing as an overarching set of processes that aims to achieve a balance between the key components of the wider environment as shown diagrammatically. It has been conceived and written with the express intention of addressing these requirements. The book examines the complex interrelationships that exist between the financial services industry, the state and the citizen. It address regulation and how new approaches can be expected to impact upon the policies and practices of product providers. The book describes the participants that comprise the financial services marketplace. It focuses upon the principles and practices that are associated with becoming a customer of a financial services provider. The book also presents the principles and practices that concern the development of customer relationships over time.