Marketing Financial Services

Marketing Financial Services

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Within a practical business context of the changing, competitive climate, this book details the implications for marketing strategy. New chapters cover topics such as credit cards and customer care, while several relevant case studies have also been added. Combining analysis of principles, concepts and techniques with sound practical advice, 'Marketing Financial Services' is ideal for students on degree and postgraduate courses, including Chartered Institute of Bankers. There is also a tutor resource pack to accompany the case studies in this textbook.This chapter however will look at the credit card product in particular and having outlined its history and development in ... banks, NatWest, Lloyds and Midland, together with the Royal Bank of Scotland to form the Joint Credit Card Companyanbsp;...

Title:Marketing Financial Services
Author: Mike Wright, Trevor Watkins
Publisher:Routledge - 2010-02-17

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