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Macmillan Higher Education Palgrave Higher Education

Marketing Financial Services

Edition 2nd Edition
ISBN 9780230201187
Publication Date June 2010
Formats Paperback 
Publisher Palgrave

Marketing Financial Services recognises that the major function of the financial services marketer is decision making. It focuses on the major types of decisions – and problems - facing marketing executives. Strategies to win and retain B2B and B2C customers are discussed in the context of many financial services sectors, including banks, insurance companies, investment trusts and stock exchanges.

This second edition has been thoroughly updated to reflect changes in the industry and the availability of new technologies. The text has been made more accessible and includes gripping case studies to demonstrate the realities of financial services marketing in an unstable and competitive environment.

Key features:

• Logical structure and improved pedagogy, including new vignettes and detailed case studies
• An experienced and established author team gives expert advice
• International coverage shows you the big picture
• Companion Website, offering PowerPoint slides, revision questions and answers to case study exercises, and long case studies with notes and exercises

JILLIAN DAWES FARQUHAR is is Professor of Marketing Strategy at the University of Bedfordshire, UK. She has extensive experience of consulting for major financial services providers and is Editor of the International Journal of Bank Marketing.

ARTHUR MEIDAN is Emeritus Professor of Marketing at Sheffield University Management School, UK. He has lectured, consulted and taught extensively on bank and insurance marketing throughout the world. He has also published widely and currently serves on the editorial board for both the International Journal of Bank Marketing and the Journal of Financial Services Marketing.

Marketing and financial services: – an overview
The financial services environment
The Financial Services Customer
Segmenting& Targeting the Financial Services Marketplace
Information for marketing financial services
Relationship Marketing in Financial Services
Building and sustaining the financial services brand
Creating value: the financial services product
Pricing and Value in Financial Services
Distributing Financial Services
Communicating in the Marketing of Financial Services
Marketing Strategies in Financial Services.


An excellent book combining the closely related activities of financial services, services marketing and strategic marketing in a well presented, logically strong and scientifically correct method with plenty of advice, case studies, easy to follow charts, and graphs. This book can be used by anybody who wishes to learn the intricacies of customer relationships and relationship management in the financial services. I strongly recommend this clever book to all in the financial services markets and students of marketing. – Professor Tevfik Dalgic, School of Management, University of Texas at Dallas, USA
'The authors provide a comprehensive review of the theory and take it in to a contemporary setting. The book provides a framework for decision making and better marketing practice in the financial services industry.' – Professor Sandra Vandermerwe, Chair of International Marketing and Services, Tanaka Business School, Imperial College London, UK
'An invaluable resource for all those interested in learning more about the marketing of financial services. The coverage of the book is extremely comprehensive, incorporating discussion of all main elements of marketing financial services. The main text is complemented very effectively with the use of examples, leading to an excellent blend of theory and practice. I would strongly recommend this book to both students and practitioners.' – James Devlin, Professor of Marketing, Director of Undergraduate Programmes, Business School, University of Nottingham, UK
'A valuable resource for students and practitioners of financial services marketing, packed with up-to-date trends and useful examples that bring this fascinating area of study to life' – Dr Tina Harrison, Senior Lecturer in Financial Services Marketing and Editor-in-Chief of the Journal of Financial Services Marketing
'This new textbook takes into account the reverberations that have affected the marketing of financial services following the global financial crisis. The international coverage reflects the increasingly global nature of financial services, whilst the up-to-date cases draw the readers' attention to the challenges that both existing players and new entrants face in marketing these products, to the increasingly demanding financial services customer.' – Professor Steve Worthington, Department of Marketing, Monash University, Australia
'The global financial crisis of 2008-09 has highlighted the pivotal role played by the financial services sector; these events have clearly demonstrated that the way in which the sector designs and markets products to a retail market can have major implications for economic and social wellbeing. And, in turn, this underscores the importance of understanding the principles and practice of marketing financial services. This revised edition of one of the classic texts in the area is timely and topical; key elements of marketing as they apply to financial services are clearly articulated and supported with practical illustrations. Building on extensive accumulated experience of the sector, Meidan and Dawes Farquhar provide students with a thoughtful and insightful treatment of the many challenges associated with fair and effective marketing for retail financial services.' – Professor Christine Ennew, Pro Vice Chancellor and Professor of Marketing, University of Nottingham, UK
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