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The Routledge Companion to Financial Services Marketing. ラウトレッジ版 金融サービス・マーケティング必携
・ISBN 978-0-415-82914-4 2015 hard GB£ 290.00
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・ISBN 978-1-032-34021-0 2022 paper GB£ 50.99
￥16,153.- (税込) ※（※）価格はご注文時の参考価格となります。
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-0-203-51739-0
| 著者・編者 | Harrison, Tina / Estelami, H. (eds.), |
|---|---|
| シリーズ | Routledge Companions in Business, Management and Accounting |
| 出版社 | (Routledge, UK) |
| ページ数 | 608 pp. |
| 言語 | ENG |
| ニュース番号 | ＜614-925＞ |
解説
Interest in Financial Services Marketing has grown hugely over the last few decades, particularly since the financial crisis, which scarred the industry and its relationship with customers. It reflects the importance of the financial services industry to the economies of every nation and the realisation that the consumption and marketing of financial services differs from that of tangible goods and indeed many other intangible services.
This book is therefore a timely and much needed comprehensive compendium that reflects the development and maturation of the research domain, and pulls together, in a single volume, the current state of thinking and debate. The events associated with the financial crisis have highlighted that there is a need for banks and other financial institutions to understand how to rebuild trust and confidence, improve relationships and derive value from the marketing process.
Edited by an international team of experts, this book will provide the latest thinking on how to manage such challenges and will be vital reading for students and lecturers in financial services marketing, policy makers and practitioners.