The bank marketing handbook /
Andrew, Kenneth
The bank marketing handbook / Kenneth Andrew - Cambridge : Woodhead-Faulkner Limited, c1986 - vi, 226 pages ; 24 cm.
Includes index.
1. The changing face of banking -- 2. The process of marketing -- 3. The customer -- 4. Marketing strategy - planning for success -- 5. Market research -- 6. Product development -- 7. Product management -- 8. The promotional mix -- 9. What and why do customers buy -- 10. Overcoming the customers objection -- 11. Closing the sale -- 12. Setting the right price -- 13. The delivery of banking products -- 14. Monitoring for success -- 15. Introducing marketing training -- 16. Organization of marketing -- 17. The future of banking.
The book covers all aspects of marketing as it is applied to banking and financial services. The book has therefore been written in such a way to introduce each element of the marketing activity as it is generally used and then to describe its specific use in the banking and finance sector.
859413330
BANK MARKETING
HG 1616.M3 .A53 1986
The bank marketing handbook / Kenneth Andrew - Cambridge : Woodhead-Faulkner Limited, c1986 - vi, 226 pages ; 24 cm.
Includes index.
1. The changing face of banking -- 2. The process of marketing -- 3. The customer -- 4. Marketing strategy - planning for success -- 5. Market research -- 6. Product development -- 7. Product management -- 8. The promotional mix -- 9. What and why do customers buy -- 10. Overcoming the customers objection -- 11. Closing the sale -- 12. Setting the right price -- 13. The delivery of banking products -- 14. Monitoring for success -- 15. Introducing marketing training -- 16. Organization of marketing -- 17. The future of banking.
The book covers all aspects of marketing as it is applied to banking and financial services. The book has therefore been written in such a way to introduce each element of the marketing activity as it is generally used and then to describe its specific use in the banking and finance sector.
859413330
BANK MARKETING
HG 1616.M3 .A53 1986