Marketing Financial Services recognises that the major function of the financial services marketer is decision making. It focuses on the major types of decisions - and problems - facing marketing executives. Strategies to win and retain B2B and B2C customers are discussed in the context of many fina[...]

The step-by-step approach takes you right through the case study research process from research design and data collection using qualitative and quantitative methods, to research analysis, writing up and presenting your work.[...]