Table of contents

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• List of figures
• List of tables
• List of exhibits
• Acknowledgement

• Introduction

1. Marketing and financial services: an overview
2. The financial services environment
3. The financial services customer
4. Segmenting and targeting the financial services marketplace
5. Information regarding marketing financial services
6. Relationship marketing in financial services
7. Building and sustaining the financial services brand
8. Creating value: The financial services product
9. Pricing and value in financial services
10. Distributing financial services
11. Communicating in the marketing of financial services
12. Marketing strategies in financial services