Palgrave Macmillan - Business - Marketing Financial Services

Chapter 1: Marketing and financial services: an overview
At the end of this chapter, the reader will be able to:

Understand how marketing theory underpins the marketing of financial services
Appreciate how recent thinking in marketing and services marketing applies to financial services
Be able to identify key issues for marketers of financial services

Chapter 2: The financial services environment
At the end of this chapter, the reader will be able to:

Comprehend the key external influences in the marketing of financial services
Appreciate the importance of environmental scanning in the marketing of financial services
Integrate a stakeholder perspective into environmental scanning

Chapter 3: The financial services customer
At the end of this chapter, the reader will be able to:

Understand the importance of integration of consumer behaviour into marketing strategies
Evaluate customer behaviour theories, both business to customer (B2C) and business to business (B2B), with reference to financial services
Appreciate how important theories of customer satisfaction, dissatisfaction, inertia, loyalty, switching, word of mouth, risk and trust affect financial services marketing
Develop arguments for strategies built around customer behaviour (demand-side) in the marketing of financial services

Chapter 4: Segmenting and targeting the financial services marketplace
At the end of this chapter, the reader will be able to:

Distinguish between different approaches to segmentation in consumer and business markets
Appreciate the contributions of multisegment marketing to targeting strategies
Develop rationales for outline segmentation strategies and subsequent targeting
Understand and articulate the key aspects of the positioning of financial services

Chapter 5: Information regarding marketing financial services
At the end of this chapter, the reader will be able to:

Appreciate different types and sources of data that underpin decision-making in the marketing of financial services
Describe the processes in customer relationship management
Provide an outline of the main considerations of managing customer information for marketing decisions

Chapter 6: Relationship marketing in financial services
At the end of this chapter, the reader will be able to:

Appreciate the role of relationships in financial services marketing
Embed relationship marketing within the strategies for economies of scale and scope
Understand the key marketing actions that contribute to the creation of customer loyalty

Chapter 7: Building and sustaining the financial services brand
At the end of this chapter, the reader will be able to:

Appreciate how branding theory applies to the marketing of financial services
Contribute to developing branding strategies in financial services
Describe the key branding issues that apply to financial services, such as corporate branding and corporate communications

Chapter 8: Creating value: the financial services product
At the end of this chapter, the reader will be able to:

Understand the nature of the financial services product and the difficulties of achieving differentiation
Suggest how value is created in financial services products
Comprehend the key issues of product development in financial services
Appreciate service bundling, the role of service quality, service failure, service recovery and affinity marketing as part of managing the service offering

Chapter 9: Pricing and value in financial services
At the end of this chapter, the reader will be able to:

Comprehend key pricing considerations in the marketing of financial services
Evaluate pricing strategies, including cross-selling, product bundling, relationship pricing and customer value
Critically consider pricing strategies in financial services for different segments
Appreciate the role of value in the marketing of financial services

Chapter 10: Distributing financial services
At the end of this chapter, the reader will be able to:

Understand the relationship between the channel of distribution and the financial services offering
Appreciate the range and drivers of channels in the distribution of financial services
Propose strategies for managing multiple channels in financial services distribution
Articulate the key principles for successful multichannel marketing to retail and business markets
Appreciate the marketing impact of remote channels on banking and customer satisfaction

Chapter 11: Communicating in the marketing of financial services
At the end of this chapter, the reader will be able to:

Appreciate the interaction between the sender and recipient of marketing messages
Define marketing communications objectives
Provide an overview of major communication strategies in the marketing of financial services
Appraise the key strengths of marketing communication channels in terms of strategic objectives, particularly new communications channels

Chapter 12: Marketing strategies in financial services
At the end of this chapter, the reader will be able to:

Provide an overview of the principal components of marketing strategy and planning
Outline key aspects of financial services marketing strategy and planning
Review arguments for evaluating marketing practices and strategies
Discuss marketing approaches for financial institutions (FIs) post-credit crunch