This text provides a thorough immersion in marketing concepts and the special requirements for 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:
ABA Member Price: $135
Non-Member Price: $165
Save 18% as a member
Sign In to Add to CartBefore completing this purchase, make sure to review ABA’s Refund Policy.
All eBooks sales are final and not shareable. When you order your eBook, you will receive a confirmation email on how to access the book immediately.
ABA Member Price: $135
Non-Member Price: $165
Save 18% as a member
Sign In to Add to CartBefore completing this purchase, make sure to review ABA’s Refund Policy.
PDF files on a CD
ABA Member Price: $55
Non-Member Price: $70
Save 21% as a member
Sign In to Add to CartBefore completing this purchase, make sure to review ABA’s Refund Policy.