No small change : why financial services needs a new kind of marketing /
A 13-point manifesto for a new financial services marketing model Anthony Thomson knows a thing or two about new and disruptive financial services, having co-founded and chaired first the ground-breaking Metro Bank and then the purely digital, app-based Atom Bank.' And as a financial services m...
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| Main Authors: | , |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Chichester, West Sussex, United Kingdom :
John Wiley & Sons,
2018.
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| Subjects: | |
| Online Access: | CONNECT |
Table of Contents:
- Cover; Title Page; Copyright; Contents; Preface; Acknowledgments; About the Authors; Chapter 1 About This Book; Chapter 2 What Is Marketing, And Why Does It Matter?; Chapter 3 From 'Best Advice' to 'Satisficing'; Chapter 4 Why Not Then? And Why Now?; A Note On Selling vs Marketing; Chapter 5 Retail Financial Services How?; Annuities; Cards; Critical Illness Insurance; Current Accounts; Equity Release; Financial Advice; Funds; Gambling; INCOME REPLACEMENT INSURANCE (Misleadingly Named Permanent Health Insurance); Life Assurance; Lending; Mortgages; Motor Insurance; Payday Lending.
- Peer-to-Peer LendingPensions (Accumulation); Pensions (Decumulation); Price Comparison Sites; Private Medical Insurance; Robo Advice; Savings; Travel Insurance; Travel Money (FX); Wealth Management; Chapter 6 Real People, Real Lives; Chapter 7 Cutting in the Middle Man; The Intermediary Market Today; The New Intermediary Marketing; Chapter 8 Introducing the New Financial Services Marketing; The New Financial Services Marketing; Chapter 9 How Does Your Firm Define Its Purpose?; Background Test 1: Has the stated purpose been adopted recently?
- Background Test 2: Is the organisation large, complicated and siloed?Background Test 3: Similarly, as a customer, are you dealing with a peripheral part of a large, complex business?; Background Test 4: How is the business's relationship with its external shareholders?; Background Test 5: Is the business finding it easy to make money?; Chapter 10 Does Your Firm Have a Strong and Distinctive Culture?; Chapter 11 How Much Is Big Data Changing Your Business?; Chapter 12 Do You Get the Power of Behavioural Economics?; Chapter 13 Are You Really Any Good at Innovation?
- Chapter 14 Are You Absolutely Sure About 'Restoring Trust'?Chapter 15 Whatever It Is, Can You Make It Simpler?; 'Attitude to Risk' Questionnaires; Chapter 16 Are You Just a Little Bit Boring?; Chapter 17 Call That a Brand?; Some Brand Myths Debunked; Brand Architecture and Product Branding; Chapter 18 Yes, But Can You Prove It's Working?; Chapter 19 Must Planning Your Comms Be So Horribly Complicated?; It's Broadcast and Narrowcast, Not Or; Worry Most About Being Ignored; The Rules of Direct Marketing Still Apply; Nothing Matters More Than the Brief; For Heaven's Sake, Try to Be a Good Client.
