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Marketing Financial Services

The fully updated and expanded Marketing Financial Services (8th edition) delivers a deep dive into marketing concepts and activities as they relate to the special requirements of financial services marketing. From theoretical foundations to real-world solutions, have the best practices for strategic planning and evaluating performance at your fingertips.

Get tips on campaign planning – including setting objectives, developing strategy, and implementing tactics, as well as effective budgeting. Uncover the value of successful brand management, the role of public relations (PR), and how to best utilize digital, social media, and content marketing channels.

Additionally, discover steps to help integrate and grow the marketing function within a bank's organizational structure. Develop a greater understanding of the relationship between strategic business planning and strategic marketing. Gain insight into best practices for conducting market research and preparing a SWOT analysis. Marketing Financial Services explores the best practices every marketer should know.

Knowledge areas include:

  • The Structure & Function of Marketing
  • Marketing Planning, Strategies and Implementation
  • Marketing Management and ROI
  • Advertising, PR, and Direct, Digital, Social Media, and Content Marketing

View the Table of Contents (PDF)

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 Textbook Pricing


Marketing Financial Services
TEXT - Printed
Catalog #3016612
$155 List / $125 ABA Members

Marketing Financial Services
TEXT - eBook*
Catalog #3016613
$155 List / $125 ABA Members

Instructor's Manual
PDF files on a CD
Catalog # 3016614
$70 List / $55 ABA Members

*For eBook option, you will receive an email (from within 24 hours with access instructions. Adobe Digital Editions is required software. Before purchasing the eBook, please be sure to verify that your company’s firewall will not prevent you from accessing the eBook. The eBook is not shareable. View supported eBook devices.​​​