The bank marketing handbook / Kenneth Andrew

By: Material type: TextTextPublication details: Cambridge : Woodhead-Faulkner Limited, c1986Description: vi, 226 pages ; 24 cmISBN:
  • 859413330
Subject(s): LOC classification:
  • HG 1616.M3 .A53 1986
Contents:
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.
Summary: 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.
Item type: Books - Reference
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books - Reference Books - Reference National University - Manila LRC - Annex Reference General Education REF HG 1616.M3 .A53 1986 (Browse shelf(Opens below)) c.1 Available NULIB000001058

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.

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