TITLE : BANK MARKETING HANDBOOK, THE.

Contents
 
Preface  v
1  The changing face of banking  1
2  The process of marketing  12
3  The customer  25
4  Marketing strategy - planning for success  42
5  Market research  58
6  Product development  79
7  Product management  94
8  The promotional mix  106
9  What and why do customers buy  120
10 Overcoming the customer's objections  136
11 Closing the sale  146
12 Setting the right price  160
13 The delivery of banking products  171
14 Monitoring for success  181
15 Introducing marketing training  187
16 Organisation of marketing  195
17 The future of banking  203
   Glossary of terms  211
   Index   221