{"product_id":"9781119378037","title":"No Small Change Why Financial Services Needs A New Kind of Marketing","description":"\u003ch1\u003eNo Small Change\u003c\/h1\u003e\u003ch2\u003eWhy Financial Services Needs A New Kind of Marketing\u003c\/h2\u003e\u003ch3\u003eAnthony Thomson | Lucian Camp\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Finance \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\n\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 detailing the forces of change that demand a new approach, the book then examines in 13 chapters what the key components of that new approach should look like.  It takes a broad and multi-faceted perspective, exploring areas as diverse as the crisis of consumer trust, the ever-growing power of Big Data, the importance of leadership and corporate culture and the rapid advance in thinking based on Behavioural Economics.\u003c\/p\u003e \u003cp\u003eIn developing these themes, the authors don’t pull their punches.  The book is fiercely critical of some of the industry’s long-established marketing habits, providing compelling reasons why it’s time to abandon the practices that have given it a bad name.  \u003c\/p\u003e \u003cp\u003eMarketers will applaud, but the book is also intended for a broader audience.  Thomson and Camp challenge senior management in financial firms to appreciate the real value that marketers can bring to shaping the business agenda at the highest level, and not just to label marketing with that tired old phrase “the colouring-in department.”\u003c\/p\u003e \u003cp\u003eRich in anecdotes, comments from leading industry figures, personal experiences on the part of both authors and findings from original research, \u003ci\u003eNo Small Change \u003c\/i\u003eis an entertaining and rewarding read – and, at this point in the development of financial services, a timely and important one.   \u003c\/p\u003e\n\u003c\/div\u003e\u003cdiv\u003e  \u003cp\u003e\u003cb\u003eLUCIAN CAMP\u003c\/b\u003e is an independent financial services branding, marketing and communications consultant. During his career, he was founder, creative director and chairman of Tangible, the UK’s leading specialist in financial services branding and communications. He regularly writes, speaks and blogs on financial services brand, marketing and communications issues. \u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eANTHONY THOMSON\u003c\/b\u003e founded and chaired Atom bank, co-founded and chaired the Financial Services Forum, co-founded and chaired Metro Bank and is a non-executive director of the software company Agiliti. He has been included in Marketing Magazine’s list of the top 100 most powerful and influential people and named by the Evening Standard as one of the most influential Londoners in the City. \u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e04 September 2018\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9781119378037\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e320\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e20.8\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":44383603753100,"sku":"9781119378037","price":44.1,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9781119378037.jpg?v=1780198903","url":"https:\/\/lateknightbooks.com\/products\/9781119378037","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}