"In this second edition, Hooman Estelami solidifies his reputation as one of the foremost thinkers in the financial services sector. The book is indispensable for anyone working in the industry as it covers all aspects of consumer behavior, marketing strategy, and regulatory aspects of financial services." (Russell Winer, Chair, Marketing Department, Stern School of Business, New York University) "Marketing Financial Services is not only an excellent text for the course, but can serve as a reference to be used frequently well after the course work is completed." (Alison Munsch, Principal, Insights For Actions Research) "Both finance and marketing have been transformed in the turbulent present. Estelami's book notes these changes while emphasizing the core elements of both disciplines. Anyone, student, academic, or practitioner, will gain useful theoretical and practical insights from this book." (Arthur Kover, Consulting Director at HCD Research Inc., Management Fellow at Yale University, and former editor of the Journal of Advertising Research) "Estelami takes a strategic perspective to marketing while at the same time differentiating among strategy, tactics and policies. This is an insightful and highly informative book and one that is a must read for anyone involved in financial services." (Kent B. Monroe, author of Pricing: Making Profitable Decisions) This book provides a scientific approach to the practice of marketing financial services. The book approaches the topic from the perspective of the customer. Research findings related to consumer psychology and human decision making provide the foundation for a structured approach to understanding how individuals make their financial decisions. Drawing from this analysis, the book establishes successful marketing practices for advertising, distributing, and pricing financial products and services. In addition, the book provides a detailed outline of regulations.