Global Positioning For Financial Services

Global Positioning for Financial Services is a broad-based examination of the changes occurring in financial services. The forces of privatization and securitization are but two of the factors that are changing the way financial services are delivered. Technology has enabled direct sale of securities to ultimate investors in ways that have not been possible until now. Regulators must adjust their perceptions of risk and reward to maintain safe systems. Astute industry participants must have a clear understanding of these dynamics in order to develop effective strategies for the future.

A work on strategic planning for managers at all levels which, in a step-by-step manner, offers guidance on how to determine which activities to focus on and on how to develop a strong competitive position in the activities selected. It is relevant to the UK, the US and Europe.

Acknowledgements -- Introduction -- Context and strategy -- The role, contribution and context of financial services -- The financial services marketplace : structures, products and participants -- Marketing financial services : an overview -- Strategic development and marketing planning -- Analysing the marketing environment -- Understanding the financial services consumer -- Segmentation targeting and positioning -- Internationalisation strategies for financial services -- Customer acquisition and the marketing mix -- Product and consumer needs -- Communication and promotion -- Price and cost to the consumer -- Consumer convenience and distribution -- Customer relationship management: principles and practice -- Service delivery and service quality -- Satisfaction, value, trust and fairness in customer relationships -- Marketing: culture, challenges and social responsibility