Preface
When we wrote the first edition of The Financial Services Marketing Handbook, our goal was to help codify financial marketing theory and practice as a training tool for both students and practitioners. We have been gratified by the response to the first edition, published in 2004 by Bloomberg Press: It has been adopted as a course text in undergraduate and graduate programs at major universities; distributed in bulk as a training tool for corporate programs; well-reviewed in the trade press; used for presentations at national and international financial conferences; and translated into various languages, including Chinese and Indonesian.
A lot has changed since the first edition was published in 2004. For one, many of the companies cited ...
