Marketing of Financial Services with Case Studies

The banking industry in Nigeria had witnessed a paradigm shift and benefitted from the banking reforms of 2004 and 2009 which had resulted in strong identity and world-class banking standards that are committed to excellence customers' services, shareholders and employees satisfaction in the financial sector.This book explores the fundamentals and principles of marketing of financial services covering key approaches and concepts with topical case studies at every chapters. The book is a concise and practical marketing guide to the latest ideas in the financial sector. The key distinguishing factors of this book is that, it has a strong and strategic focus that addresses the needs and expectations of the service marketers and customers.This book is a "must have" book for students preparing for the Chartered Institute of Bankers of Nigeria PE II Examination, students of Marketing and Management at the undergraduate levels in Universities and Polytechnics, Master students in the University, Professional Bankers, Lecturers, Consultants, and Marketing Practitioners.