Books > History > World history > BCE to 500 CE
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The Routledge Companion to Financial Services Marketing (Hardcover)
Loot Price: R7,047
Discovery Miles 70 470
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The Routledge Companion to Financial Services Marketing (Hardcover)
Series: Routledge Companions in Marketing, Advertising and Communication
Expected to ship within 12 - 17 working days
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Total price: R7,067
Discovery Miles: 70 670
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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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