Interest in Financial Services Marketing has grown hugely over the last few decades, particularly since the financial crisis, which scarred the industry and its relationship with customers. It reflects the importance of the financial services industry to the economies of every nation and the realisation that the consumption and marketing of financial services differs from that of tangible goods and indeed many other intangible services.
This book is therefore a timely and much needed comprehensive compendium that reflects the development and maturation of the research domain, and pulls together, in a single volume, the current state of thinking and debate. The events associated with the financial crisis have highlighted that there is a need for banks and other financial institutions to understand how to rebuild trust and confidence, improve relationships and derive value from the marketing process.
Edited by an international team of experts, this book will provide the latest thinking on how to manage such challenges and will be vital reading for students and lecturers in financial services marketing, policy makers and practitioners.
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Tina Harrison is Senior Lecturer at the University of Edinburgh, UK and editor of the Journal of Financial Services Marketing
Hooman Estelami is Professor of Marketing at Fordham University, USA
'Dramatic changes in technology, regulations and consumer behavior are transforming the financial services industry around the world. This book provides an excellent and comprehensive perspective from several experts on how marketing practices need to change in this dynamic industry.' - Sunil Gupta, Professor, Harvard University, USA
'This book makes a most valuable contribution to research and professionals operating in the financial services industry. In particular, it focusses on the unique nature of the industry, and the diverse range of traditional and emergent issues it is currently facing. In this respect, the book is highly topical and fully reflects the dynamic nature of these issues and the associated challenges.' - Barry Howcroft, Professor, Loughborough University, UK
'While most financial institutions focus their energy on adhering to the new regulatory environment, this book brings the attention of practitioners and academics back to its origins, namely how to create outstanding customer value in a fast changing environment by providing services for financial security, stability and flexibility. It offers a comprehensive perspective on how to regain trustful relationships with customers and stay competitive against the upcoming new players in the market.' - Peter Maas, Professor, University of St.Gallen, Switzerland
'This essential guide to financial services marketing provides a comprehensive, expert and critical picture of a vital area of economic life. Researchers and practitioners alike will find it indispensable.' - Karen Rowlingson, Professor, University of Birmingham, UK
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