This new edition balances the theoretical and the practical for both advanced undergraduates and those on professional courses such as those offered by the IFS School of Finance. Ennew & Waite draw from global business cases in both B2B and B2C marketing, taking a unique approach in terms of structure by splitting discussion between marketing for acquisition and marketing for retention. This fully updated and revised second edition features: A revised approach to the industry in the light of the global financial crisis, including ethical considerations and consumer confidence issues A new section on e-commerce and its impact on customer relationships New case studies and vignettes A new companion website to support teaching, including PowerPoint slides, test bank questions and additional cases. Financial Services Marketing will help the student and the practitioner to develop a firm grounding in the fundamentals of financial services strategy, customer acquisition and customer development. Reflecting the realities of financial services marketing in an increasingly complex sector, it provides the most up-to-date, international and practical guide to the subject available.