Financial Services Marketing: an international guide to principles and practice contains the ideal balance of marketing theory and practice to appeal to advance

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This new edition balances the theoretical and the practical for advanced undergraduates, those specialising in financial services at postgraduate level, individ

Financial Services Marketing is an ideal introduction to this important sector, clearly demonstrating how marketing theory is applied in practice. Logically str

Mobile financial services (MFS) are of major interest and importance to both researchers and practitioners. The role played by nonbanking actors including telec