Publisher's Synopsis
These instructor's notes provide suggestions for the ways cases in marketing financial services may be used and offers guidelines with respect to the issues raised by individual cases. The notes are indicative rather than prescriptive and therefore class discussion is encouraged as a way of raising further relevant issues. What marketing aims to teach is not a set of formulae for success, but rather a set of ideas, concepts and frameworks which can be applied in order to identify a successful course of action.
