Now in its 3rd edition, Financial Services Marketing offers a balanced and useful guide to the topic that is both conceptual and practical. The authors have drawn from extensive international experience to ensure that this text will resonate with users across the globe. This edition is complemented by numerous international references, examples and case studies featuring companies such as American Express, Direct Line, Barclays, NatWest RBS, Aviva and HSBC.


This fully updated and revised edition features:











An expanded section on regulation which has international reach and addresses the post-Brexit world







Greatly expanded coverage of digital marketing at both the strategic and tactical levels







New material on how to improve a company's trustworthiness and safeguard a culture that is customer-focussed







New examples, vignettes and case studies that showcase best practice from around the world







B2B and B2C marketing







Upgraded PowerPoint support on the companion website