THE BANK MARKETING HANDBOOK

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THE BANK MARKETING HANDBOOK

ANDREW, KENNETH - Personal Name;

The late 1980s is seeing dramatic change in the banking and finance world. resulting from government-led deregulation and increasing competition within the industry. The battle for deposits and loans has never been greater and looks as though it will continue. To survive in this cut and thrust climate. more and more banks, building societies and unit trust and insurance companies are using marketing strategy in an attempt to maintain, and increase, their profitability.

The marketing tools available to banking and financial services are generally the same as those used in other industries. Market research, setting the price and overcoming customer objections, must be considered. The book first describes their general application and then their use in the specific context of the financial services industry. Throughout, worked examples demonstrate the application of marketing to banking in loans, deposits and similar fransactions,

The Bank Marketing Handbook describes the marketing process step- by-step, from the initial defining of a strategy, through its design and implementation, to final evaluation. Each chapter ends with a checklist of its key points. Written from the perspective of a banker using the tools of marketing, this book has been produced with both head office management and the branch banker in mind. The Bank Marketing Handbook is officially recommended by The Institute of Bankers for the Marketing of Financial Services examination.

Availability

10000573 332.120688 AND b (1) RLC MM (Rak Buku Umum) Available

Detail Information

Series Title: -
Statement of Responsibility: Kenneth Andrew
Call Number: 332.120688 AND b
Publisher: Cambridge : Woodhead-Faulkner., 1987
Collation: vi, 226 p. : ill ; 23cm.
Language: English
ISBN/ISSN: 0-85941-333-0
Classification: 332.120688
Content Type: -
Edition: -
Subject(s): Buku Umum
Marketing
Bank
Specific Detail Info: -

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