“Estelami combines an excellent knowledge of marketing literature 
with a deep understanding of financial services.  The combination 
is a very effective and contemporary book on the marketing 
of financial services.”  (Russell S. Winer, Deputy Dean and Professor of Marketing 
at the Stern School of Business, New York University)

”This book is syncretism at its best … The writing is clear.  The flow
has the massive feel of logic unfolding.”  (Arthur Kover, Consulting Director
at HCD Research Inc., Management Fellow at Yale University, and former
editor of the Journal of Advertising Research)

“Marketing Financial Services serves an important need, both for
the training of students wishing to enter the field of financial services,
as well as for those already in the profession.”  (Kent B. Monroe, Distinguished Professor of Marketing Emeritus, University of Illinois at Urbana-Champaign and
Distinguished Visiting Scholar, University of Richmond)

“This book provides the reader with a thorough, in-depth review
of the subject matter.”  (Alison Munsch, Principal, Insights for Actions Research)

© Copyright 2007
ISBN: 1598581899
Price: $48.95 US 
 

Download Detailed Table of Contents and Index

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Book Summary

This book provides a systematic and scientific approach to the practice of marketing financial services.  The book approaches the topic from the perspective of the customer. Research findings related to consumer psychology and human decision making provide the foundation for a structured approach to understanding how individuals make their financial decisions.  Drawing from this analysis, the book establishes successful marketing practices for advertising, distributing, and pricing financial products and services.

The first three chapters of the book provide the framework for mental strategies that individuals employ when evaluating financial services offers.  These chapters also document consumer trends affecting the marketplace for financial products and services and draw upon emerging research findings in cognitive psychology, behavioral decision making, pricing, and published consumer research studies. 

The next four chapters focus on pricing, advertising, distribution, and product development practices in financial services.  The unique aspects of these marketing activities are discussed in considerable detail to help the reader gain the depth of knowledge necessary for managing such activities.  Chapters 8 and 9 discuss segmentation techniques and customer relationship management (CRM) practices that have become the cornerstones for successful marketing in an increasingly fragmented marketplace. 

Chapter 10 outlines the regulatory forces that influence financial services markets in the United States, and Chapter 11 presents a framework for developing successful marketing strategies.  Illustrating the pedagogical nature of this book, a series of case studies is presented in Chapter 12.  These cases are developed to enable the reader to utilize concepts discussed in the book. 

The book has been structured to facilitate both the independent study of the topic by the reader as well as formal classroom approaches to learning.  Instructors interested in utilizing the book for teaching business school classes and executives may benefit from the instructional support material available upon book adoption.