TY  - BOOK
AU  - Andrew, Kenneth
TI  - The bank marketing handbook
SN  - 859413330
AV  - HG 1616.M3 .A53 1986 
PY  - 1986///
CY  - Cambridge
PB  - Woodhead-Faulkner Limited
KW  - BANK MARKETING
N1  - 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
N2  - 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
ER  -