Contents Overview

List of figures
List of tables
List of exhibits
Acknowledgements

Introduction
1 Marketing and financial services: an overview
2 The financial services environment
3 The financial services customer
4 Segmenting and targeting the financial services marketplace
5 Information regarding marketing financial services
6 Relationship marketing in financial services
7 Building and sustaining the financial services brand
8 Creating value: The financial services product
9 Pricing and value in financial services
10 Distributing financial services
11 Communicating in the marketing of financial services
12 Marketing strategies in financial services