TY  - BOOK
AU  - Meidan Arthur
ED  - Macmillan Business
TI  - Marketing Financial Services
SN  - 33355003
PY  - 1996///
N2  - An invaluable book for all those studying the marketing of financial services.  Preface, The Roles of Marketing in Financial Services, Customer Behavior and Market Segmentation, Marketing Research, Product Development, Marketing of Credit Cards, Pricing, Advertising and Communications, Salesforce Management, Branch Location and Distribution, Branch Administration, Marketing Planning and Administration and Control, Marketing Strategies for Financial Services, Index
ER  -