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MARKETING FINANCIAL
SERVICES, 7th Edition (2009)
Marketing
Financial Services provides a thorough immersion in marketing
concepts and activities related to the special requirements of the
marketing of financial services. It is a how-to guide that takes a
marketer from the basic understanding of marketing through the steps
necessary to integrate and grow marketing within a bank's organizational
structure. The text is heavy on examples and provides clear
explanations of such vital topics as marketing research and marketing
information systems, developing situation analyses, segmenting markets,
evaluating the return on investment for marketing, and creating and
implementing promotion strategies, complying with laws and regulations, and much, much more.
Marketing
Financial Services is excellent for the beginning marketer,
seasoned bankers
new to marketing, and experienced marketers new to banking. The
book stays true to basic marketing
concepts, yet positions itself firmly as a resource tool specifically
for bank marketers.
You can view a PDF of the table of contents
here.
Marketing Financial Services supports the AIB Online
course - Marketing Financial Services - and may be used to teach Marketing
Financial Services for AIB credit
in the classroom.
Softbound, 580 pages, 7th Edition, 2009
Catalog #3005302
$75 members; $119 non-members
Publication Order Form
Instructor's Manual - CD-ROM (354 pages when printed)
Catalog #3005303
$50 members; $65 non-members
The CDs are created only when ordered, and are not returnable unless
defective.
For further information,
call NYBA Education at (212) 297-1679.
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