Financial services marketing :
Financial services marketing : a reader /
- London : Dryden press, c1997.
- x, 375p.;
Includes bibliographical references and index.
This comprehensive survey covers all aspects of marketing, including: the marketing environment; consumer behaviour in the financial services; product innovation and development; customer care; service quality and customer services; pricing; distribution; and marketing strategy.
003099019X (pbk) 9781861524539 1861524536
Financial services industry
Marketing.
Financial institutions
Management science
Bank marketing
Business
658.8 / FIN
Includes bibliographical references and index.
This comprehensive survey covers all aspects of marketing, including: the marketing environment; consumer behaviour in the financial services; product innovation and development; customer care; service quality and customer services; pricing; distribution; and marketing strategy.
003099019X (pbk) 9781861524539 1861524536
Financial services industry
Marketing.
Financial institutions
Management science
Bank marketing
Business
658.8 / FIN