Marketing Sales & Customer Service

Selling through service is a concept no business can ignore. This book examines the advances made within the financial services industry by repositioning products, revolutionizing the way in which the industry relates to its customers and promotes products. Among the issues addressed are the opportunities afforded by technology to reach new customers and develop new banking products.Marketing is a core component of management activity. It should be seen as a key contributor to the sales through service philosophy. This book is a useful manual of best practice in standard marketing concepts including market research, identifying core product areas and matching product to need.Required reading for the Diploma in Financial Services Management (DFSM) qualification administered by The Chartered Institute of Bankers and jointly awarded with the University of Manchester Institute of Science and Technology (UMIST).