Financial Services Marketing is an ideal introduction to this important sector, clearly demonstrating how marketing theory is applied in practice. Logically str

Financial Services Marketing: an international guide to principles and practice contains the ideal balance of marketing theory and practice to appeal to advance

"This book is syncretism at its best . The writing is clear.The flow has the massive feel of logicunfolding"(Arthur Kover, Consulting Director at HCD Research I

This new edition balances the theoretical and the practical for advanced undergraduates, those specialising in financial services at postgraduate level, individ

The roadmap to success for financial professionals using real-world examples, practical how-to's, and a structured approach to marketing strategy and tactics th