Financial Services Marketing ─ An International Guide to Principles and Practice

This new edition balances the theoretical and the practical for advanced undergraduates, those specialising in financial services at postgraduate level, individuals undertaking professional courses such as those offered by the IFS School of Finance, and employees working within the financial services sector. Ennew & Waite draw from global business cases in both B2B and B2C marketing, taking a unique approach in terms of structure by splitting discussion between marketing for acquisition and marketing for retention.

This fully updated and revised second edition features:

A new section on ethics and regulatory changes

Coverage of consumers of financial services and their characteristics

IPO and preparing for a financial PR campaign

Social media and marketing

New case studies and vignettes, including an increased number from Asia and the US

The book is supported by a companion website to aid teaching which includes PowerPoint slides, test bank questions, additional cases and cameo video mini-lectures.

Financial Services Marketing 2e will help the student and the practitioner to develop a firm grounding in the fundamentals of financial services strategy, customer acquisition and customer development. Reflecting the realities of financial services marketing in an increasingly complex sector, it provides the most up-to-date, international and practical guide to the subject available.

Christine Ennew is Provost at the University of Nottingham Malaysia Campus, ProVice Chancellor at the University of Nottingham and Professor of Marketing in Nottingham University Business School, UK.

Nigel Waite is CEO of The Canford Centre for Customer Development, a specialist financial services strategy and research consultancy. He is also Honorary Professor of Marketing at Nottingham University Business School, UK.

Roisin Waite is VP of Digital Marketing?at Barclays Group Plc, UK.