Frankfurt Papers on Marketing and Financial Services
Editor: Prof. Dr. Ralf Jasny
ISSN 1861-0978
Language: German
The topic of marketing for financial services is a comparatively new discipline for the financial service industry. Banks and insurance companies only started dealing with these issues in the 1980s. Initially, the industry attempted to copy concepts and processes from the consumer goods industry, without any regard for the specifics of the financial services industry. Due to these circumstances, the practical and scientific research on this topic sorely lacks in detail and extent compared to other industries.
The Frankfurt Papers on Marketing and Financial Services therefore examine innovative and pracitically highly relevant issues concerning the topic. The series highlights selected aspects of topics like strategy, branding, pricing, product and distribution, in every detail. This way, the series closes the gap in the systematic analysis of questions on marketing and financial services and provides valuable contributions for both research and practical application.