{"product_id":"no-small-change-9781119378037","title":"No Small Change","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eA 13-point manifesto for a new financial services marketing model\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAnthony Thomson knows a thing or two about new and disruptive financial services, having co-founded and chaired first the ground-breaking Metro Bank and then the purely digital, app-based Atom Bank. And as a financial services marketing specialist for over 30 years, Lucian Camp has helped develop more new and innovative financial services propositions than anyone.\u003c\/p\u003e \u003cp\u003eNow they've put their heads together to write \u003ci\u003eNo Small Change, \u003c\/i\u003ea passionate, opinionated and practical manifesto arguing that the fast-changing financial services world urgently needs to rethink the whole of its approach to marketing.\u003c\/p\u003e \u003cp\u003eMost of all, they propose that an increasingly digital, fintech-driven industry needs not just \u003ci\u003emore\u003c\/i\u003e marketing, but also \u003ci\u003ebetter\u003c\/i\u003e marketing to make sure it's successfully identifying consumers' real needs, and finding powerful and successful ways to engage with them.\u003c\/p\u003e \u003cp\u003eAfter de\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eAcknowledgments xi\u003c\/p\u003e \u003cp\u003eAbout the Authors xiii\u003c\/p\u003e \u003cp\u003eCHAPTER 1 About This Book 1\u003c\/p\u003e \u003cp\u003eCHAPTER 2 What Is Marketing, And Why Does It Matter? 8\u003c\/p\u003e \u003cp\u003eCHAPTER 3 From ‘Best Advice’ to ‘Satisficing’ 20\u003c\/p\u003e \u003cp\u003eCHAPTER 4 Why Not Then? And Why Now? 26\u003c\/p\u003e \u003cp\u003eCHAPTER 5 Retail Financial Services How? 39\u003c\/p\u003e \u003cp\u003eCHAPTER 6 Real People, Real Lives 63\u003c\/p\u003e \u003cp\u003eCHAPTER 7 Cutting in the Middle Man 74\u003c\/p\u003e \u003cp\u003eCHAPTER 8 Introducing the New Financial Services Marketing 88\u003c\/p\u003e \u003cp\u003eCHAPTER 9 How Does Your Firm Define Its Purpose? 98\u003c\/p\u003e \u003cp\u003eCHAPTER 10 Does Your Firm Have a Strong and Distinctive Culture? 115\u003c\/p\u003e \u003cp\u003eCHAPTER 11 How Much Is Big Data Changing Your Business? 126\u003c\/p\u003e \u003cp\u003eCHAPTER 12 Do You Get the Power of Behavioural Economics? 140\u003c\/p\u003e \u003cp\u003eCHAPTER 13 Are You Really Any Good at Innovation? 156\u003c\/p\u003e \u003cp\u003eCHAPTER 14 Are You Absolutely Sure About ‘Restoring Trust’? 173\u003c\/p\u003e \u003cp\u003eCHAPTER 15 Whatever It Is, Can You Make It Simpler? 190\u003c\/p\u003e \u003cp\u003eCHAPTER 16 Are You Just a Little Bit Boring? 205\u003c\/p\u003e \u003cp\u003eCHAPTER 17 Call That a Brand? 216\u003c\/p\u003e \u003cp\u003eCHAPTER 18 Yes, But Can You Prove It’s Working? 234\u003c\/p\u003e \u003cp\u003eCHAPTER 19 Must Planning Your Comms Be So Horribly Complicated? 245\u003c\/p\u003e \u003cp\u003eCHAPTER 20 How Far Can You See Beyond Financial Services? 265\u003c\/p\u003e \u003cp\u003eAppendix: Winning Entries from the Financial Services Forum Marketing Effectiveness Awards 274\u003c\/p\u003e \u003cp\u003eFurther Reading 291\u003c\/p\u003e \u003cp\u003eIndex 293\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407041732951,"sku":"9781119378037","price":28.49,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119378037.jpg?v=1730497974","url":"https:\/\/bookcurl.com\/products\/no-small-change-9781119378037","provider":"Book Curl","version":"1.0","type":"link"}