Financial Services Marketing : A Guide to Principles and Practice

This fourth edition of Financial Services Marketing firmly reinforces the book’s role as a leading global educational resource, combining appropriate conceptual principles with practical insights on how financial products and services are marketed in the real world.The authors draw upon their extensive international experience marketing some of the world’s best known financial brands including Lloyds TSB and Barclays.Readers will gain a firm understanding of how financial products and services work within the commercial, social, economic, governmental, regulatory and environmental context in which they operate. This fully updated and revised edition features:A brand-new chapter devoted to environmental, social and corporate governanceRevised coverage of the impact of digital advances in all aspects of business models and marketing practice, including how artificial intelligence (AI) and social marketing are changing financial services and customer experienceThe latest regulatory developments for safeguarding the fair treatment of customersNew and improved case studies that showcase best practice from around the worldUpgraded Support Material including new teaching aids and referencesFinancial Services Marketing is essential reading for advanced undergraduate and postgraduate students studying Marketing for Financial Services, Marketing Strategy and Consumer Ethics in Finance.It is also suitable for executive students studying for professional qualifications and executive MBAs.