Financial services marketing : an international guide to principles and practice / Christine Ennew and Nigel Waite.

This fully updated and revised second edition draws on global business cases from both B2B and B2C marketing, taking a unique approach in terms of structure by splitting discussion between marketing for acquisition and marketing for retention.With new case studies and vignettes and a new companion w...

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Bibliographic Details

Online Access:	Full Text (via O'Reilly/Safari)
Main Author:	Ennew, Christine
Other Authors:	Waite, Nigel
Format:	eBook
Language:	English
Published:	Abingdon : Routledge, 2013.
Edition:	2nd ed.
Subjects:	Financial services industry > Marketing. Financial services industry > Marketing