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Marketing Planning For Financial Services
by Roy Stephenson
Binding: Hardcover, illustrated edition edition, 183 pages
Publisher: Gower Technical Press
Weight: 1.1 pound
Dimension: H: 0.87 x L: 9.69 x W: 6.69 inches
ISBN 10: 0566085542
ISBN 13: 9780566085543
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Book Description:
The growth and diversification of the financial services market has led to an explosion in competition for customers and of new products of all kinds. Marketing Planning for Financial Services is a sourcebook and checklist against which product managers in the financial services industry can build and validate their marketing plans. The book illustrates the whole range of marketing techniques and puts each into its context within the financial services market. Roy Stephenson's book covers the marketing process, from preliminary market study right through to product management and customer relationship building. A 'must' for practising product managers in banks, building societies, insurance companies, in fact the whole consumer and business-to-business financial services sector.

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