The Routledge Companion to Financial Services Marketing 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Tina Harrison 作者

Routledge

译者

2014-12-5 出版日期

576 页数

GBP 41.99 价格

丛书系列

9781134095551 图书编码

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The Routledge Companion to Financial Services Marketing 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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The Routledge Companion to Financial Services Marketing 在线电子书著者简介

Tina Harrison is Senior Lecturer at the University of Edinburgh, UK and editor of the Journal of Financial Services Marketing

Hooman Estelami is Professor of Marketing at Fordham University, USA

The Routledge Companion to Financial Services Marketing 在线电子书图书目录

The Routledge Companion to Financial Services Marketing 在线电子书 pdf 下载 txt下载 epub 下载 mobi 在线电子书下载

The Routledge Companion to Financial Services Marketing 在线电子书图书描述

Interest in Financial Services Marketing has grown hugely over the last few decades, particularly since the financial crisis, which scarred the industry and its relationship with customers. It reflects the importance of the financial services industry to the economies of every nation and the realisation that the consumption and marketing of financial services differs from that of tangible goods and indeed many other intangible services.

This book is therefore a timely and much needed comprehensive compendium that reflects the development and maturation of the research domain, and pulls together, in a single volume, the current state of thinking and debate. The events associated with the financial crisis have highlighted that there is a need for banks and other financial institutions to understand how to rebuild trust and confidence, improve relationships and derive value from the marketing process.

Edited by an international team of experts, this book will provide the latest thinking on how to manage such challenges and will be vital reading for students and lecturers in financial services marketing, policy makers and practitioners.

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