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by Lucian Camp, Anthony Thomson
No Small Change
Cover
Preface
NOTE
Acknowledgments
About the Authors
CHAPTER 1: About This Book
NOTES
CHAPTER 2: What Is Marketing, And Why Does It Matter?
NOTES
CHAPTER 3: From ‘Best Advice’ to ‘Satisficing’
NOTE
CHAPTER 4: Why Not Then? And Why Now?
A NOTE ON SELLING VS MARKETING
NOTES
CHAPTER 5: Retail Financial Services How?
ANNUITIES
CARDS
CRITICAL ILLNESS INSURANCE
CURRENT ACCOUNTS
EQUITY RELEASE
FINANCIAL ADVICE
FUNDS
GAMBLING
LIFE ASSURANCE
LENDING
MORTGAGES
MOTOR INSURANCE
PAYDAY LENDING
PEER-TO-PEER LENDING
PENSIONS (ACCUMULATION)
PENSIONS (DECUMULATION)
PRICE COMPARISON SITES
PRIVATE MEDICAL INSURANCE
ROBO ADVICE
SAVINGS
TRAVEL INSURANCE
TRAVEL MONEY (FX)
WEALTH MANAGEMENT
NOTES
CHAPTER 6: Real People, Real Lives
NOTES
CHAPTER 7: Cutting in the Middle Man
THE INTERMEDIARY MARKET TODAY
THE NEW INTERMEDIARY MARKETING
NOTES
CHAPTER 8: Introducing the New Financial Services Marketing
THE NEW FINANCIAL SERVICES MARKETING
NOTES
CHAPTER 9: How Does Your Firm Define Its Purpose?
BACKGROUND TEST 1: HAS THE STATED PURPOSE BEEN ADOPTED RECENTLY?
BACKGROUND TEST 2: IS THE ORGANISATION LARGE, COMPLICATED AND SILOED?
BACKGROUND TEST 3: SIMILARLY, AS A CUSTOMER, ARE YOU DEALING WITH A PERIPHERAL PART OF A LARGE, COMPLEX BUSINESS?
BACKGROUND TEST 4: HOW IS THE BUSINESS'S RELATIONSHIP WITH ITS EXTERNAL SHAREHOLDERS?
BACKGROUND TEST 5: IS THE BUSINESS FINDING IT EASY TO MAKE MONEY?
NOTES
CHAPTER 10: Does Your Firm Have a Strong and Distinctive Culture?
NOTES
CHAPTER 11: How Much Is Big Data Changing Your Business?
NOTES
CHAPTER 12: Do You Get the Power of Behavioural Economics?
NOTE
CHAPTER 13: Are You Really Any Good at Innovation?
NOTES
CHAPTER 14: Are You Absolutely Sure About ‘Restoring Trust’?
NOTES
CHAPTER 15: Whatever It Is, Can You Make It Simpler?
‘ATTITUDE TO RISK’ QUESTIONNAIRES
NOTES
CHAPTER 16: Are You Just a Little Bit Boring?
NOTES
CHAPTER 17: Call That a Brand?
SOME BRAND MYTHS DEBUNKED
BRAND ARCHITECTURE AND PRODUCT BRANDING
NOTES
CHAPTER 18: Yes, But Can You Prove It's Working?
NOTE
CHAPTER 19: Must Planning Your Comms Be So Horribly Complicated?
IT'S BROADCAST AND NARROWCAST, NOT OR
WORRY MOST ABOUT BEING IGNORED
THE RULES OF DIRECT MARKETING STILL APPLY
NOTHING MATTERS MORE THAN THE BRIEF
FOR HEAVEN'S SAKE, TRY TO BE A GOOD CLIENT
BETTER TO BE CONSISTENTLY (A BIT) WRONG THAN INCONSISTENTLY RIGHT
MAKE SURE YOUR ORGANISING IDEA REALLY ORGANISES
APPROACH CONTENT MARKETING WITH GREAT SUSPICION.
TIME TO CLOSE UP THE FRONT OFFICE/BACK OFFICE DIVIDE
SPEND MORE MONEY ON INTERNAL COMMUNICATIONS
NOTES
CHAPTER 20: How Far Can You See Beyond Financial Services?
NOTE
APPENDIX 1: Winning Entries from the Financial Services Forum Marketing Effectiveness Awards
SANTANDER
DIRECT LINE GROUP
POLICE MUTUAL
NOTES
Further Reading
Index
End User License Agreement
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Copyright
No Small Change
Why Financial Services Needs A New Kind Of Marketing
LUCIAN CAMP
ANTHONY THOMSON
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