Financial Services Marketing

Christine Ennew OBE is Emeritus Professor of Marketing at Warwick Business School and was, until recently, Provost at the University of Warwick. She has been actively involved in financial services research for most of her academic career. She has completed a range of funded projects domestically and internationally, most notably in relation to the development of the Trust Index. She has published some 100 articles in refereed journals, presented over 60 refereed conference papers and produced four books. Nigel Waite cut his marketing teeth in the healthcare and packaged goods markets working with Glaxo Smith Kline and Mars before joining the financial services industry in his early thirties. There he was responsible for marketing a wide range of banking, insurance, investment, savings and loan products for the Lloyds Banking Group and Barclays. The eight years he spent as a board member uniquely qualifies him to appreciate the importance of helicopter vision when it comes to marketing financial products and services. Since the year 2000 he has been an Honorary Professor of Marketing at Nottingham University Business School. Róisín Waite is Director of Group Digital at Barclays. With almost 20 years working in Financial Services Digital, across insurance, asset management and retail banking, she has extensive experience in both digital marketing strategy and implementation, as well as operational management of banking technology. Róisín was one of the first to graduate from the UK’s first MSc in Digital Marketing Communications.

Introduction; Part I: Context and strategy, 1. The role, contribution and context of financial services, 2. Financial services: role, contribution and context, 3. Marketing financial services: an overview, 4. Strategic development and marketing planning, 5. analysing the marketing environment, 6. Understanding the financial services consumer, 7. Segmentation targeting and positioning, 8. Internationalisation strategies for financial services; Part I case studies; Part II: Customer acquisition, 9. Customer acquisition and the marketing mix, 10 Product and consumer needs, 11. Communication and promotion, 12. Price and cost to the consumer, 13. Customer convenience and distribution, Part II case studies; PART III: Managing customer relationships and the future of marketing, 14. Customer relationship management principles and practice, 15. Service delivery and service quality, 16. Satisfaction, value, trust and fairness in customer relationships, 17. Corporate social responsibility (CSR) and environmental, social and governance (ESG) 18. Marketing culture, challenges and evaluation, Part III case studies