Financial Services Marketing and Consumption

Interest in the subject of Financial Services Marketing, both practically and theoretically, has grown substantially over the last few decades. This growth in interest is recognition of the importance of the financial services industry to the economies of nations globally and the acknowledgment that marketing and consumption of financial services are different from the marketing and consumption of tangible goods and indeed many other intangible services. Few other industries have such wide-reaching impact on the welfare of individuals and nations. The decisions that consumers (and financial organizations on their behalf) make regarding saving, investing, and borrowing have significant implications on their ability to consume a wide range of other products and services, in turn affecting lifestyles, standards of living and how people spend their time. The recent financial crisis has brought this to the forefront of attention.