Evolution of marketing as a discipline / Syed Ferhat Anwar -- Marketing environment / Geok Theng Lau -- Strategic planning and marketing models / Khandoker Mahmudur Rahman -- Marketing research / Syed Saad Andaleeb and Khalid Hasan -- Consumer behavior / Syed Saad Andaleeb and Shiraz Latiff --...

Acknowledgements -- Introduction -- Context and strategy -- The role, contribution and context of financial services -- The financial services marketplace : structures, products and participants -- Marketing financial services : an overview -- Strategic development and marketing planning --...

Context and strategy -- The role, contribution and context of financial services -- The financial services marketplace : structures, products and participants -- Marketing financial services : an overview -- Strategic development and marketing planning -- Analysing the marketing environment --...