Marketing Planning for Financial Services

Marketing Planning for Financial Services

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The growth and diversification of the financial services market has led to an explosion in competition for customers and of new products of all kinds. Marketing Planning for Financial Services is a sourcebook and checklist against which product managers in the financial services industry can build and validate their marketing plans. The book illustrates the whole range of marketing techniques and puts each into its context within the financial services market. Roy Stephenson's book covers the marketing process, from preliminary market study right through to product management and customer relationship building. A 'must' for practising product managers in banks, building societies, insurance companies, in fact the whole consumer and business-to-business financial services sector.This is what happened in the case of Goldfish, a UK credit card brand, one of whose owners, Centrica, sold its 70 per cent share in the business to the 30 per cent partner, Lloyds TSB, because Goldfish had failed to reach its cash break even point (Reuters, 1 August 2003). ... In fact, this is not often the case: a mainstream credit card will normally have the same APR for the majority of its cardholders.

Title:Marketing Planning for Financial Services
Author:Roy Stephenson
Publisher:Gower Publishing, Ltd. - 2005


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