000			01388nam a2200217Ia 4500
003			NULRC
005			20250520094819.0
008			250520s9999 xx 000 0 und d
020			_a859413330
040			_cNULRC
050			_aHG 1616.M3 .A53 1986
100			_aAndrew, Kenneth _eauthor
245		4	_aThe bank marketing handbook / _cKenneth Andrew
260			_aCambridge : _bWoodhead-Faulkner Limited, _cc1986
300			_avi, 226 pages ; _c24 cm.
504			_aIncludes index.
505			_a1. 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.
520			_aThe 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.
650			_aBANK MARKETING
942			_2lcc _cREF
999			_c3299 _d3299