Publisher's Synopsis
Australasia marketing texts have tended to concentrate on manufacturing and neglect the whole field of service industries. In particular, the financial services industry has suffered from a dearth of literature. This book aims to fill this need by analyzing the local market and advising the financial planner with sound marketing principles based on knowledge of current local market conditions. It leads the reader through traditional areas of marketing practice but at each stage focuses on the special needs of the financial industry. Most of the chapters conclude with practical exercises and there is an in-depth case study of a financial marketing plan. This book should be of interest to students and those working in banking or finance.
