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

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

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

The financial industry is under constant pressure to improve profits, attract and retain high-value clients, and maintain brand equity. The Financial Services M