The Routledge Companion to Financial Services Management

The interest in Financial Services Marketing has grown significantly due to the financial crisis, as it is essential for the economies of every nation and requires a different approach than tangible goods. This book is a timely and comprehensive compendium that reflects the development and maturation of the research domain and provides the latest thinking on how to manage challenges and derive value from the marketing process. It is essential reading for students, lecturers, policy makers, and practitioners.

Format: Paperback / softback
Length: 608 pages
Publication date: 13 June 2022
Publisher: Taylor & Francis Ltd

Interest in financial services marketing has surged significantly in recent decades, particularly in the aftermath of the financial crisis, which left a lasting impact on the industry and its customer relationships. This growing interest reflects the crucial role of the financial services industry in the economies of nations worldwide and the realization that marketing financial services differs from the consumption and promotion of tangible goods and many other intangible services.

In response to these challenges, this book emerges as a timely and comprehensive compendium that captures the evolution and maturation of the research domain. It brings together, in a single volume, the current state of thinking and debate in financial services marketing. The book is edited by an international team of experts, ensuring that it offers the most up-to-date insights and perspectives on managing the complex challenges faced by banks and other financial institutions.

The events surrounding the financial crisis have underscored the urgent need for banks and other financial institutions to rebuild trust and confidence, enhance relationships, and extract value from their marketing efforts. This book will serve as a vital resource for students and lecturers in financial services marketing, policy makers, and practitioners alike. It provides a comprehensive examination of key topics, including customer engagement, brand management, digital marketing, and customer experience.

By delving into these critical areas, the book offers valuable insights and strategies for navigating the ever-evolving financial services marketing landscape. It equips readers with the knowledge and tools necessary to adapt to changing market conditions, engage with customers effectively, and drive growth and success in the industry.

In conclusion, the growing interest in financial services marketing is a testament to the importance of the industry and the need for continuous innovation and improvement. This book serves as a valuable resource for anyone seeking to stay ahead of the curve and excel in the field. Its comprehensive coverage, expert insights, and practical applications make it an essential read for students, professionals, and policymakers alike.

Dimension: 246 x 174 (mm)
ISBN-13: 9781032340210