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The bank marketing handbook / Kenneth Andrew

By:

Andrew, Kenneth [author]

Material type: Text

TextPublication details: Cambridge : Woodhead-Faulkner Limited, c1986Description: vi, 226 pages ; 24 cmISBN:

859413330

Subject(s):

BANK MARKETING

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	National University - Manila	LRC - Annex Reference	General Education	REF HG 1616.M3 .A53 1986 (Browse shelf(Opens below))	c.1	Available		NULIB000001058

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Previous	REF HF 5381 .R54 2012 The careerist : over 100 ways to get ahead at work /	REF HF 5667 .Au93 2011 Auditing and assurance handbook 2011: incorporating the standards as at 1 December 2010 /	REF HF 5726 .A47 2015 The business writer's handbook /	REF HG 1616.M3 .A53 1986 The bank marketing handbook /	REF HG 3313 .P5 1993 Philippine banking almanac.	REF HG 3751 .B663 2014 c.1 Credit and collections guidebook /	REF HG 3751 .B663 2014 c.2 Credit and collections guidebook /	Next

Includes index.

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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