Financial Services Marketing - Book Review

The book has 3 parts namely Part 1 – Context and Strategy; Part 2 – Customer Acquisition and Part 3 – Customer management, and the future trajectory for marketing. Part 1 has 8 chapters. Chapter 1 deals with the context of financial services, role and contribution, Chapter 2 deals with the financial services marketplace: structures, products, and participants, Chapter 3 deals with marketing financial services: an overview, Chapter 4 deals with Strategic development and marketing planning, Chapter 5 deals with analyzing the marketing environment, Chapter 6 deals with Understanding the financial services consumer, Chapter 7 deals with segmentation targeting and positioning and Chapter 8 deals with internationalization strategies for financial services. Part 2 incorporates 5 chapters. Chapter 9 deals with customer acquisition and marketing mix, Chapter 10 deals with product and consumer needs, Chapter 11 deals with communication and promotion, Chapter 12 deals with price and cost to the consumer, Chapter 13 deals with consumer convenience and distribution. The Part 3 of the book has 4 chapters, namely Chapter 14 deals with customer-relationship management: principles and practice, Chapter 15 deals with service delivery and service quality, Chapter 16 deals with satisfaction, value, trust and fairness in customer relationships and Chapter 17 deals with Marketing: culture, challenges, and social responsibility.