| | | Financial services marketing in practice | | |
| | | List of figures | | |
| | | List of tables | | |
| | | Preface | | |
| 1 | | The financial services environment | | 1 |
| 2 | | The financial services consumer | | 41 |
| 3 | | Identifying and targeting financial prospects | | 66 |
| 4 | | Development and management of financial products | | 95 |
| 5 | | Traditional channels of distribution | | 127 |
| 6 | | Technology-driven delivery channels | | 151 |
| 7 | | Pricing for financial services | | 176 |
| 8 | | Communication and promotion | | 200 |
| 9 | | Building customer relationships | | 227 |
| 10 | | Customer retention and loyalty | | 252 |
| 11 | | Corporate financial services | | 276 |
| 12 | | Projects | | 301 |
| | | Index | | 325 |