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5.0 out of 5 starsExcellent intro to marketing in this industry
11 March 2012 - Published on Amazon.com
I've been using the first edition of this book as a text in my Marketing of Financial Services course and student feedback has been very positive. A common problem with industry-specific marketing texts is that they're really just Intro Marketing in disguise. The examples are made specific to the industry (be it tourism, services, sports, fashion... or financial services), but essentially it's old wine in new bottles. This textbook avoids this pitfall and covers a lot of content that you would not find in an Intro Marketing text, but that is highly relevant to the Financial Services industry. For instance, there is pretty decent coverage of Behavioral Decision Theory, and many of the chapters (e.g., pricing) contain content specific to different types of financial services. Another thing to like is that it's still at a nice readable length, and clearly written. Something that seems like a useful update to the first edition is the simulation exercise at the end of the book. I had a quick run-through to evaluate it and it seems quite suitable to spend about 3 hours of class time on it, which is nice to introduce some activity-based learning to the classroom. If I have to find something to quibble about, the visual format isn't as sexy as other texts (some of which have layouts resembling magazines nowadays). This is a very minor issue, however, and overall I highly recommend it.
I'm taking an online course from Prof. Estelami, and this is the required text. It should be required in courses he doesn't teach as well. It takes a subject that could easily be quite boring, and makes it accessible and interesting.