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Marketing Financial Services: Second Edition, by Hooman Estelami
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"In this second edition, Hooman Estelami solidifies his reputation as one of the foremost thinkers in the financial services sector. The book is indispensable for anyone working in the industry as it covers all aspects of consumer behavior, marketing strategy, and regulatory aspects of financial services." (Russell Winer, Chair, Marketing Department, Stern School of Business, New York University) "Marketing Financial Services is not only an excellent text for the course, but can serve as a reference to be used frequently well after the course work is completed." (Alison Munsch, Principal, Insights For Actions Research) "Both finance and marketing have been transformed in the turbulent present. Estelami's book notes these changes while emphasizing the core elements of both disciplines. Anyone, student, academic, or practitioner, will gain useful theoretical and practical insights from this book." (Arthur Kover, Consulting Director at HCD Research Inc., Management Fellow at Yale University, and former editor of the Journal of Advertising Research) "Estelami takes a strategic perspective to marketing while at the same time differentiating among strategy, tactics and policies. This is an insightful and highly informative book and one that is a must read for anyone involved in financial services." (Kent B. Monroe, author of Pricing: Making Profitable Decisions) This book provides a scientific approach to the practice of marketing financial services. The book approaches the topic from the perspective of the customer. Research findings related to consumer psychology and human decision making provide the foundation for a structured approach to understanding how individuals make their financial decisions. Drawing from this analysis, the book establishes successful marketing practices for advertising, distributing, and pricing financial products and services. In addition, the book provides a detailed outline of regulations affecting marketing practices, and discusses tactical and strategic tools used by financial services companies to penetrate the market. The book has been developed for use by individual readers eager to gain in-depth training on the topic on their own, and for classroom use by instructors in business schools at the MBA, undergraduate, and executive levels. Hooman Estelami is a full professor of marketing at Fordham University in New York. He received his Ph.D. in marketing from Columbia University, and has served as a consultant to several leading financial services companies. Dr. Estelami is the associate editor of the Journal of Product and Brand Management, and has published dozens of articles, research reports, and book chapters on topics relating to financial services marketing, pricing, customer service management, and buyer behavior. He has received several national awards for his research and teaching, and his work has been published in journals such as Journal of Financial Services Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Business Research, Journal of Service Research, and Journal of Services Marketing. He is also the author of Marketing Turnarounds: A Guide to Surviving Downturns and Rediscovering Growth.
- Sales Rank: #739382 in Books
- Brand: Brand: Dog Ear Publishing, LLC
- Published on: 2012-02-14
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x .82" w x 7.52" l, 1.51 pounds
- Binding: Paperback
- 400 pages
- Used Book in Good Condition
Most helpful customer reviews
3 of 3 people found the following review helpful.
Excellent intro to marketing in this industry
By demago
I've been using the first edition of this book as a text in my Marketing of Financial Services course and student feedback has been very positive. A common problem with industry-specific marketing texts is that they're really just Intro Marketing in disguise. The examples are made specific to the industry (be it tourism, services, sports, fashion... or financial services), but essentially it's old wine in new bottles. This textbook avoids this pitfall and covers a lot of content that you would not find in an Intro Marketing text, but that is highly relevant to the Financial Services industry. For instance, there is pretty decent coverage of Behavioral Decision Theory, and many of the chapters (e.g., pricing) contain content specific to different types of financial services. Another thing to like is that it's still at a nice readable length, and clearly written. Something that seems like a useful update to the first edition is the simulation exercise at the end of the book. I had a quick run-through to evaluate it and it seems quite suitable to spend about 3 hours of class time on it, which is nice to introduce some activity-based learning to the classroom. If I have to find something to quibble about, the visual format isn't as sexy as other texts (some of which have layouts resembling magazines nowadays). This is a very minor issue, however, and overall I highly recommend it.
1 of 1 people found the following review helpful.
Great book on finance marketing
By B. Wolinsky
Estelami, a Fordham professor, states the most obvious problem with marketing, which is that you can’t visualize every product. Take financial services for instance; there’s no way to get a photo of a stock, mutual fund, or pension. He advises the reader to include the combination of three factors, and they are monetary input, time, and risk. This can be used to compare two different pensions or insurance policies.
A chapter is devoted to the different kinds of financial services and the factors that influence consumer choice. He covers the usual bank accounts, certificates of deposit, and loans, then breaks them down into categories for the different kinds of loans. For life insurance, he goes through everything that the salesman must consider when marketing the policy. First off, there’s the risk factor, such as the customer’s lifestyle and health, and profession. Does he/she have a hazardous job? Are there any dangerous hobbies, such as skydiving? Second comes the financial input, which will be influenced by how much the customer can afford to pay. Finally there’s the time frame, regarding how long the customer needs the policy, and whether or not it will eventually pay back any annuities.
This book is for serious financial marketing, and anyone currently working as a stockbroker, mortgage broker, or insurance salesman needs to read this book. It will eliminate the time wasted on pitching, and allow you to focus on serious customers who really are interested.
0 of 0 people found the following review helpful.
Highly recommended!
By Carlo R.
The book provides a very thorough take on marketing in an industry that is seeing considerable change and public scrutiny today. It discusses marketing essentials and applications against the backdrop of evolving financials service instruments and the regulations that oversee them. Balancing these out are injections of the critical issues that may arise in realizing and executing the concepts and strategies. Bringing everything full circle - going back to the customer that is the crux of any industry - is given due emphasis and it is comforting to see these tied together so the text arrives at how best to serve the customers. It is very rare to find a marketing book that focuses solely on such a complex industry - and commendable that it is able to meet the challenge of remaining relevant today. A must read for students and practitioners alike!
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