Marketing Financial Services (American Bankers Association)

By Mary Ann Pezzullo

Book Overview

This university-level textbook covers the basics of marketing, presented from the point of view of financial institutions. It explains areas such as the strategic marketing process, developing a situation analysis, why and how to do market research, product strategy and new product development, pricing strategy, the difference between public relations and marketing, and more. It is illustrated with photographs of advertisements to emphasize certain marketing concepts.

• Format: Paperback
• Language: English
• ISBN: 089982062X
• ISBN13: 9780899820620
• Release Date: January 1998
• Publisher: American Bankers Association
• Length: 432 Pages
• Weight: 2.75 lbs.
• Dimensions: 8.7" x 11.0"