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

Today's tech-savvy consumers are demanding a more personal customer experience from their banks, and banks are discovering that mobile services deliver individu

Now in its 3rd edition, Financial Services Marketing offers a balanced and useful guide to the topic that is both conceptual and practical. The authors have dra

This fourth edition of Financial Services Marketing firmly reinforces the book’s role as a leading global educational resource, combining appropriate conceptu

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