Overview

The growth and diversification of the financial services market has led to an explosion in competition for customers and of new products of all kinds. Marketing Planning for Financial Services is a sourcebook and checklist against which product managers in the financial services industry can build and validate their marketing plans. The book illustrates the whole range of marketing techniques and puts each into its context within the financial services market. Roy Stephenson's book covers the marketing process, from preliminary market study right through to product management and customer relationship building. A 'must' for practising product managers in banks, building societies, insurance companies, in fact the whole consumer and business-to-business financial services sector.

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9780566085543

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Roy Stephenson has been an independent consultant specialising in strategic planning and marketing since 1990. Earlier in his career he was VP and general manager for the AMEX corporate credit card and Head of Corporate Marketing for Diners Club UK.

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