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THE INSTITUTIONAL INVESTOR SERIES IN FINANCE: MARKETING FINANCIAL SERVICES

This book is a collection of original contributions by practitioners and others close to the financial services industry. It provides a managerial perspective on the ways in which a cross section of competitors in the industry view their marketplace and meet its marketing challenges. All of the contributors are successful senior officers of financial services firms or consultants to the industry. They represent commercial banks, investment banks, savings and loans, mutual funds, insurance companies, trust companies, fund management companies, consulting firms, and academia. Some of the firms represented are huge, well-established international competitors, others are principally regional in scope, and still others are start- ups. These firms are located throughout the United States and in London, Toronto, and Sydney. In some instances, the marketing challenges and the firms' responses took place a few years ago; these chapters therefore present the outcomes and the lessons learned: Other chapters describe contemporary situations, managerial thinking, and approaches, the results of which have yet to be seen.

Throughout the book, the contributors discuss how today's financial services marketplace is viewed, how firms are struggling to define opportunities while mini- mizing their risks, how marketing strategies and tactics are developed and which approaches are the most competitive in this dynamic marketplace.

Availability
10000665332.10681 ZEN iRLC MM (Rak Buku Umum)Available
Detail Information
Series Title
-
Statement of Responsibility
Call Number
332.10681 ZEN i
Publisher
Cambridge, Mass : Ballinger Publishing Company.,
Collation
xliii, 225 p. : ill ; 23cm.
Language
English
ISBN/ISSN
0-88730-298-X
Classification
332.10681
Content Type
-
Edition
-
Subject(s)
Buku Umum
Marketing
Financial Services Industry
Specific Detail Info
-
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No other version available

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