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C/F/903. Dissertation. Importance of Marketing in Financial Services

WORDS:
12650
DATE:
2010
PRICE:
129.99 GBP

The dissertation examines the effects of marketing on consumer behaviour (CB) towards financial services providing a review of literature on the theory of CB and consumer decision making with regard to the choice of a financial institution, the concept of customer relationship management (CRM), the management of service quality, etc. The methods of the research combine the use of the secondary sources and primary data obtained from questionnaires distributed among the users of financial services to determine their views on the influence of financial services marketing. Conclusions are made about the effects of marketing on CB towards financial products and services.

 

KEYWORDS: Dissertation, consumer behaviour, Marketing of Financial Services,

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