"This book is syncretism at its best . The writing is clear.The flow has the massive feel of logicunfolding"(Arthur Kover,Consulting Director at HCD Research Inc.,Management Fellow at YaleUniversity,and former editor of the Journal of Advertising Research)"Estelami combines an excellent knowledge of marketing literature with a deep understanding offinancial services. The combination is a very effective and contemporary book on marketing financialservices."(Russell S. Winer,Deputy Dean and Professor of Marketing at the Stern School ofBusiness,New York University)"Marketing Financial Servicesserves an important need,both for the training of students wishing toenter the field of financial services,as well as for those already in the profession."(Kent B. Monroe,Distinguished Professor of Marketing Emeritus,University of Illinois at Urbana-Champaign andDistinguished Visiting Scholar,University of Richmond)"This book provides the reader with a thorough,in-depth review of the subject...