Average Reviews:
(More customer reviews)This is the third edition of this work-horse text. The book is thoroughly comprehensive in its treatment of marketing for financial services (with a heavy emphasis on the insurance side of the industry). I found myself underlining passages, scribbling notes of agreement in the margins, and copying whole paragraphs to send to colleagues. If you are looking for an encyclopedic introduction to marketing principles tailored for the financial services industry, you won't find a better book.
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