Marketing Financial Services: Second Edition Paperback – February 14, 2012

I've been using the first edition of this book as a text in my Marketing of Financial Services course and student feedback has been very positive. A common problem with industry-specific marketing texts is that they're really just Intro Marketing in disguise. The examples are made specific to the industry (be it tourism, services, sports, fashion... or financial services), but essentially it's old wine in new bottles. This textbook avoids this pitfall and covers a lot of content that you would not find in an Intro Marketing text, but that is highly relevant to the Financial Services industry. For instance, there is pretty decent coverage of Behavioral Decision Theory, and many of the chapters (e.g., pricing) contain content specific to different types of financial services. Another thing to like is that it's still at a nice readable length, and clearly written. Something that seems like a useful update to the first edition is the simulation exercise at the end of the book. I had a quick run-through to evaluate it and it seems quite suitable to spend about 3 hours of class time on it, which is nice to introduce some activity-based learning to the classroom. If I have to find something to quibble about, the visual format isn't as sexy as other texts (some of which have layouts resembling magazines nowadays). This is a very minor issue, however, and overall I highly recommend it.

I'm taking an online course from Prof. Estelami, and this is the required text. It should be required in courses he doesn't teach as well. It takes a subject that could easily be quite boring, and makes it accessible and interesting.

Great condition

Its a fantastic book. As a first time student of financial services it helped me understand all the principles easily

Great detail for basing your texts on the more applied focus and especiialy digital and the future of banks which is needed, a good base to start from!

Estelami, a Fordham professor, states the most obvious problem with marketing, which is that you can’t visualize every product. Take financial services for instance; there’s no way to get a photo of a stock, mutual fund, or pension. He advises the reader to include the combination of three factors, and they are monetary input, time, and risk. This can be used to compare two different pensions or insurance policies.A chapter is devoted to the different kinds of financial services and the factors that influence consumer choice. He covers the usual bank accounts, certificates of deposit, and loans, then breaks them down into categories for the different kinds of loans. For life insurance, he goes through everything that the salesman must consider when marketing the policy. First off, there’s the risk factor, such as the customer’s lifestyle and health, and profession. Does he/she have a hazardous job? Are there any dangerous hobbies, such as skydiving? Second comes the financial input, which will be influenced by how much the customer can afford to pay. Finally there’s the time frame, regarding how long the customer needs the policy, and whether or not it will eventually pay back any annuities.This book is for serious financial marketing, and anyone currently working as a stockbroker, mortgage broker, or insurance salesman needs to read this book. It will eliminate the time wasted on pitching, and allow you to focus on serious customers who really are interested.

Book was in excellent condition. Thank you

The book provides a very thorough take on marketing in an industry that is seeing considerable change and public scrutiny today. It discusses marketing essentials and applications against the backdrop of evolving financials service instruments and the regulations that oversee them. Balancing these out are injections of the critical issues that may arise in realizing and executing the concepts and strategies. Bringing everything full circle - going back to the customer that is the crux of any industry - is given due emphasis and it is comforting to see these tied together so the text arrives at how best to serve the customers. It is very rare to find a marketing book that focuses solely on such a complex industry - and commendable that it is able to meet the challenge of remaining relevant today. A must read for students and practitioners alike!