Within a practical business context of the changing, competitive
climate, this book details the implications for marketing strategy.
New chapters cover topics such as credit cards and customer care,
while several relevant case studies have also been added. Combining
analysis of principles, concepts and techniques with sound
practical advice, 'Marketing Financial Services' is ideal for
students on degree and postgraduate courses, including Chartered
Institute of Bankers. There is also a tutor resource pack to
accompany the case studies in this textbook.
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