Context and strategy -- The role, contribution and context of financial services -- The financial services marketplace : structures, products and participants -- Marketing financial services : an overview -- Strategic development and marketing planning -- Analysing the marketing environment --...

Acknowledgements -- Introduction -- Context and strategy -- The role, contribution and context of financial services -- The financial services marketplace : structures, products and participants -- Marketing financial services : an overview -- Strategic development and marketing planning --...

The implementation of the EC′s programme to liberalise the financial services sector as part of the movement towards a Single European Market will significantly reduce the costs of entry into non‐domestic markets for Community banks. Reducing entry costs will increase competition in banking...

Concern about ethical practices in the marketing of financial services has increased in recent years, despite an apparent strengthening of the regulatory framework. In part the ethical problems associated with the promotion and distribution of financial services may be attributable to specific...