This new edition has been substantially revised to encompass the latest theories and techniques being applied to sell financial products and retain customers. Building on a solid base that outlines the general theoretical and philosophical thinking behind marketing and sales, the reader is provided with a highly practical introduction.
Marketing looks at the thinking and understanding necessary to create the environment that encourages customers to buy. Sales explains the interaction with the customer, identifying their needs and executing the theory of the selling process. Customer service explains techniques for turning a former prospect into a long-term customer.
Essential reading for those study the Marketing, Sales and Customer Service module from the Diploma in Financial Services Management, this textbook will also prove an excellent introduction for all students and other interested readers.
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