Financial services marketing: a guide to principles and practice
Gespeichert in:
| Beteiligte Personen: | , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
London ; New York
Routledge, Taylor & Francis Group
2025
|
| Ausgabe: | Fourth edition |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=035276064&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Enthält Literaturangaben und Index |
| Umfang: | xxiii, 637 Seiten Illustrationen, Diagramme |
| ISBN: | 9781032504636 9781032504643 |
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Contents List offigures List of tables Acknowledgements ' Introduction xvii xxi xxii 1 PARTI Context and strategy 1 The role, contribution and context of financial services 1.1 Introduction 9 1.2 Economic development 10 1.3 Government welfare context 11 1.4 Lifetime income smoothing 14 1.5 The management of risk 18 1.6 Poverty andfinancial exclusion 18 1.7 Mutual and proprietary supply 21 1.8 Regulation offinancial services 27 1.8.1 On the role offinancial markets 27 1.8.2 Three major regulatory challenges 27 1.8.3 UK regulatory architecture, approach and philosophy 28 1.8.4 Regulatory philosophy 31 1.8.5 European regulatory reforms 31 1.8.6 Potential impact ofBrexit andfuture challenges 32 1.9 Summary and conclusion 34 Learning outcomes 34 Review questions 36 2 The financial services marketplace: structures, products and participants 2.1 Introduction 37 2.2 The geography ofsupply 37 7 9 37
viii Contents 2.3 2.4 2.5 2.6 2.7 Financial advice 40 An outline ofproduct variants 41 Banking and money transmission 42 Lending and credit 47 Saving and investing 49 2.7.1 Investing 49 2.7.2 Saving 53 2.7.3 Pensions 54 2.7.4 Savings endowments 55 2.8 Life insurance products 55 2.8.1 Life insurance 56 2.8.2 Health insurance 57 2.8.3 Annuities 59 2.9 General insurance 60 2.10 Cryptocurrency 62 2.11 Islamicfinancial services 64 2.12 Summary and conclusions 66 Learning outcomes 67 Review questions 67 3 Marketing financial services: an overview 3.1 Introduction 69 3.2 Definingfinancial services 70 3.3 The differences between goods and services 70 3.4 The distinctive characteristics offinancial service 73 3.4.1 Intangibility 74 3.4.2 Inseparability 77 3.4.3 Perishability 78 3.4.4 Heterogeneity 81 3.4.5 Fiduciary responsibility 83 3.4.6 Contingent consumption 85 3.4.7 Duration of consumption 86 3.5 The marketing challenge 87 3.6 Classifying services 87 3.7 Summary and conclusion 88 Learning outcomes 90 Review questions 90 69 4 Strategic development and marketing planning 4.1 Introduction 93 4.2 Strategic marketing 95 4.3 Developing a strategic marketing plan 100 4.3.1 Company vision and mission 101 93
Contents ix 4.3.2 Situation analysis 103 4.3.3 Marketing objectives 104 4.3.4 Marketing strategy 105 4.3.5 Market specific strategy 107 4.3.6 Implementation 107 4.4 Tools for strategy development 108 4.4.1 Growth strategies 108 4.4.2 Selecting the product portfolio 111 4.4.3 Competitive advantage 116 4.5 Summary and conclusion 119 Learning outcomes 119 Review questions 120 5 Analysing the marketing environment 5.1 Introduction 122 5.2 The marketing environment 123 5.3 The macro-environment 125 5.3.1 The political environment 126 5.3.2 The economic environment 129 5.3.3 The social environment 132 5.3.4 The technological environment 136 5.4 The market environment 143 5.5 The internal environment 146 5.5.1 Resources 146 5.5.2 Competences/capabilities 147 5.5.3 Auditing the internal environment 148 5.6 Evaluating developments in the marketing environment 148 5.7 Conclusion 150 Learning outcomes 152 Review questions 153 122 6 Understanding the financial services consumer 6.1 Introduction 155 6.2 Consumer choice andfinancial services 156 6.2.1 Need recognition 159 6.2.2 Information search 162 6.2.3 Evaluation of alternatives 163 6.2.4 Purchase decision 164 6.2.5 Post-purchase behaviour 165 6.2.6 Summary 167 6.3 Behavioural Economics 167 6.4 Marketing responses 168 6.4.1 Responding to intangibility 172 155
X Contents 6.4.2 Responding to inseparability and perishability 175 6.4.3 Responding to heterogeneity 176 6.4.4 Responding to fiduciary responsibility 176 6.4.5 Responding to duration and uncertainty 177 6.5 Researchingfinancial services customers 178 6.5.1 The market research process 178 6.5.2 The purpose ofmarket research 179 6.5.3 Principal research methods 188 6.5.4 Ethical issues 192 6.6 Summary and conclusion 193 Learning outcomes 194 Review questions 195 7 Segmentation targeting and positioning 7.1 Introduction 197 . 7.2 The benefits ofsegmentation and targeting 198 7.3 Successful segmentation 201 7.4 Approaches to segmenting consumer markets 204 7.4.1 Customer characteristics: customer-oriented segmentation 204 7.4.2 Customer needs and behaviours: product-oriented segmentation 208 7.5 Approaches to segmenting business-to-business markets 210 7.6 Segmentation in a digital world 212 7.7 Targeting strategies 215 7.7.1 Undifferentiated targeting 216 7.7.2 Differentiated targeting 216 7.7.3 Focused segmentation 217 7.7.4 Customised targeting 220 7.8 Positioning products and organisations 221 7.8. .1 Perceptual mapping 224 7.9 Repositioning 225 7.10 Brand Positioning and strategy in practice: perspectives from Interbrand 227 7.11 Summary and conclusion 229 Learning outcomes 231 Review questions 233 197 8 Internationalisation strategies for financial services 8.1 Introduction 234 8.2 Internationalisation and the characteristics offinancial services 236 8.3 The drivers of internationalisation 239 8.3.1 Firm-specific drivers of internationalisation 239 8.3.2 Macro level
drivers of internationalisation 243 234
Contents xi 8.3.3 The extent of internationalisation in financial services sector 250 8.4 Globalisation strategies 252 8.4.1 International strategies 252 8.4.2 Global strategies 253 8.4.3 Multidomestic strategies 254 8.4.4 Transnational strategies 254 8.5 Strategy selection and implementation 255 8.5.1 Which markets to enter? 255 8.5.2 Method of market entry 256 8.5.3 How to market in international markets 258 8.6 Summary and conclusion 259 Learning outcomes 259 Review questions 260 PARTI Case studies Case study CS1: Case study CS2: Case study CS3: Case study CS4: 263 Microinsurance China Merchants Bank: We are here justfor you. Liiv Prudential: international marketing strategy 265 268 273 275 PART II Customer acquisition 279 9 281 Customer acquisition and the marketing mix 9.1 Introduction 281 9.2 The marketing mix 281 9.3 Short-term marketing planning 285 9.4 The role ofthefinancial services marketing mix 287 9.5 Thefinancial services marketing mix: key issues 289 9.5.1 Process 290 9.5.2 Physical evidence 291 9.5.3 People 292 9.6 Customer acquisition and thefinancial services marketing mix 292 9.7 Digital marketing and customer acquisition 296 9.7.1 Context and convenience 297 9.7.2 Segmentation and targeting 299 9.7.3 Managing the process 300 9.7.4 Migrants, natives and social media 302
xii Contents 9.7.5 Integrating on-and offline 303 9.7.6 Digital organisational structure 304 9.8 Customer acquisition and ethical behaviour 306 9.9 Summary and conclusion 308 Learning outcomes 308 Review questions 310 10 Product and consumer needs 10.1 Introduction 312 10.2 The concept of the service product 313 10.2.1 What customers want 313 10.2.2 What organisations can provide 316 10.3 Influences on product management 317 10.4 Managing existing product lines 324 10.4.1 Product attributes 324 IO.4.2 Product modification/product development 327 10.5 New product development 329 10.5.1 Major innovations 330 10.5.2 New service lines 335 10.5.3 The new product development process 336 10.6 Conclusion 338 Learning outcomes 338 Review questions 339 312 Communication and promotion 11.1 Introduction 341 11.2 Financial services communications: the essentials 342 11.3 Planning a promotional campaign 348 11.3.1 Stages in communications planning 351 11.3.2 Integrated marketing communications 356 11.4 Forms of communication 356 11.4.1 Advertising 357 11.4.2 Personal selling 359 11.4.3 Publicity/public relations 360 11.4.4 Sales promotion 361 11.4.5 Direct marketing 362 11.5 The digital effect 363 11.6 Summary and conclusion 370 Learning outcomes 370 Review questions 372 341 11 12 Price and cost to the consumer 12.1 Introduction 374 12.2 The role and characteristics ofprice 375 374
Contents xiii 12.3 The challenges ofpricing for providers offinancial services 376 12.4 Methods usedfor determining price 380 12.4.1 Cost-based pricing 381 12.4.2 Competition-based pricing 383 12.4.3 Marketing-oriented pricing 383 12.5 Price differentiation and preferred lives 393 12.6 Price determination 395 12.7 Pricing strategy and promotional pricing 397 12.8 Impact of digital marketing on charges and pricing 399 12.9 Summary and conclusion 400 Learning outcomes 401 Review questions 402 13 Customer convenience and distribution 13.1 Introduction 403 13.2 Channels of distribution: distinguishingfeatures 404 13.3 Distribution methods and models 406 13.3.1 Direct versus indirect distribution 406 13.3.2 Whether products are bought or sold 408 13.4 Distribution channels 409 13.5 Summary and conclusion 433 Learning outcomes 435 Review questions 436 PART II Case studies 403 439 Case study CS5: Aktif Bank - N Kolay Kredi Case study CS6: Customer acquisition at HDFC bank Case study CS7: HUK24: Managing the customer experience for online insurance Case study CS8: NatWest Accelerator programme 450 454 PART III Managing customer relationships and the future of marketing 457 14 Customer relationship management principles and practice 14.1 Introduction 459 14.2 Drivers of change 460 14.3 Customer persistency - acquire the right customers 467 14.4 Retaining the right customers 468 14.5 Customer retention strategies 470 14.6 The customer-relationship chain 472 441 445 459
xiv Contents 14.7 Lifetime customer value 473 14.8 Digital marketing and its impact on CRM 475 14.8.1 Context 475 14.8.2 Customer data management and analytics 478 14.8.3 Integrating on- and offline for effective CRM 480 14.8.4 Personalisation 480 14.8.5 Social CRM 481 14.8.6 Digital tools - CRM systems 484 14.8.7 Data privacy and cookies 485 14.9 Relationship marketing in specific contexts 487 14.9.1 Relationship marketing and the role of intermediaries 487 14.9.2 Relationship marketing: some international perspectives 488 14.10 Summary and conclusions 490 Learning outcomes 491 Review questions 492 15 Service delivery and service quality 15.1 Introduction 494 15.2 The service profit chain 495 15.3 Defining service quality 498 15.4 Models ofservice quality 498 15.4.1 The Nordic perspective on service quality 500 15.4.2 The North American perspective on service quality’ 501 15.4.3 Integrating the Nordic and the North American perspectives 507 15.5 The gap model ofservice quality 509 15.6 The outcomes ofservice quality 512 15.7 Service failure and recovery 515 15.8 Summary and conclusion 519 Learning outcomes 519 Review questions 521 494 16 Satisfaction, value, trust and fairness in customer relationships 16.1 Introduction 523 16.2 Consumer evaluations: value and satisfaction 524 16.2.1 Customer value 524 16.2.2 Customer satisfaction 526 16.3 Managing customer expectations 527 16.4 The measurement ofsatisfaction 530 16.4.1 Customer satisfaction 530 16.4.2 Employee satisfaction 533 16.5 Trust 535 16.5.1 The meaning oftrust 536 16.5.2 Measuring trust: the Trust Index 537 523
Contents XV 16.5.3 Trustworthiness 539 16.5.4 How trust is won, retained and lost 541 16.5.5 Trust in a digital world 543 16.6 Treating customers fairly 546 16.7 Summary and conclusion 554 Learning outcomes 554 Review questions 556 17 Corporate social responsibility (CSR) and environmental, social and governance (ESG) 17.1 Introduction 558 17.2 The origins of CSR 558 17.3 The evolution of CSR 559 17.4 Towards a sustainable future 563 17.5 The evolution ofsustainability: navigating ESG in contemporary marketing practices 566 17.6 The relationship between CSR and ESG and key drivers for ESG adoption 568 17.6.1 Influential organisations in promoting ESG 570 17.7 Global reach ofESG 571 17.8 Practical implications for companies 575 17.9 ESG in practice: examples from financial services and consumer goods 576 17.9.1 The benefits of embracing ESG 577 17.10 The pursuit of barrier-free brand experience 578 17.11 ESG and inclusive growth 581 17.12 Summary and conclusion 583 Learning outcomes 584 Review questions 585 18 Marketing culture, challenges and evaluation 18.1 Introduction 587 18.2 Some observations on culture 589 18.3 People and culture 590 18.4 Product considerations 592 18.5 Pricing, value and a single-customer view 593 18.6 Advertising andpromotion 594 18.7 Distribution and access 595 18.8 Processes 599 18.9 Evaluating marketing performance 600 18.10 Summary and conclusions 607 Learning outcomes 608 Review questions 609 558 587
xvi Contents PART III Case studies 611 Case study CS9: The American Express international loyalty programme Case study CS10: Five Talents UK - savings-led microfinance Case study CS11: Safeguarding the financial fortress: cyber detection and prevention in financial services marketing - One Brightly Cyber Case study CS12: Starling Bank, UK changing - banking for good, and the planet 613 617 Index 621 624 628 |
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| spelling | Ennew, Christine T. 1960- Verfasser (DE-588)170564630 aut Financial services marketing a guide to principles and practice Christine Ennew, Nigel Waite and Róisín Waite Fourth edition London ; New York Routledge, Taylor & Francis Group 2025 xxiii, 637 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Enthält Literaturangaben und Index Financial services industry Marketing Finanzmarketing (DE-588)4426078-7 gnd rswk-swf Finanzmarketing (DE-588)4426078-7 s DE-604 Waite, Nigel Verfasser (DE-588)170709892 aut Waite, Róisín Verfasser (DE-588)136044968X aut Erscheint auch als Online-Ausgabe 978-1-00-339861-5 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=035276064&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Financial services marketing a guide to principles and practice |
| title_auth | Financial services marketing a guide to principles and practice |
| title_exact_search | Financial services marketing a guide to principles and practice |
| title_full | Financial services marketing a guide to principles and practice Christine Ennew, Nigel Waite and Róisín Waite |
| title_fullStr | Financial services marketing a guide to principles and practice Christine Ennew, Nigel Waite and Róisín Waite |
| title_full_unstemmed | Financial services marketing a guide to principles and practice Christine Ennew, Nigel Waite and Róisín Waite |
| title_short | Financial services marketing |
| title_sort | financial services marketing a guide to principles and practice |
| title_sub | a guide to principles and practice |
| topic | Financial services industry Marketing Finanzmarketing (DE-588)4426078-7 gnd |
| topic_facet | Financial services industry Marketing Finanzmarketing |
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