Financial services marketing

This book is organised into nine chapters. The first chapter presents over-view of financial market, with particular emphasis on financial institutions and services.

• The second chapter focuses on financial service consumers.

• The fourth chapter focuses on marketing policy of financial services.
• Chapter 5 is presenting role of pricing in financial institutions.
• Distribution system in financial sector was presented in Chapter 6.
• Chapter 7 concentrates on communication of financial institutions with market.
• Chapter 8 presents personnel of financial institutions as marketing instrument.
• The last chapter discusses implementation marketing activity in financial institutions.

Chapter 3 discusses differences between consumer segments in respect of their financial services requirements and outlines ways of segmentation financial services consumers.