{"product_id":"no-small-change-isbn-9781119378037","title":"No Small Change","description":"\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 \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 \u003cp\u003e\"There is a lot to like in this book, and the authors identify some clear reasons why the strategies they offer can give value and more effective campaigns.\" (\u003ci\u003eIrish Tech News,\u003c\/i\u003e July 2018)\u003c\/p\u003e \u003cp\u003e\"Firms that buy in to Camp and Thomson's ideas will need to decide how to improve their marketing ability. The authors offer some high-level ideas for doing so.\" (\u003ci\u003eThomson Reuters Complinet,\u003c\/i\u003e August 2018)\u003c\/p\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\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\u003cp\u003eAs retail financial services rapidly migrate from the physical world to the digital, the market becomes more crowded and more competitive – and the role of marketing becomes more and more important in helping consumers find what they need. Adopting a genuinely marketing-led approach is a huge challenge that firms must tackle urgently. \u003c\/p\u003e\u003cp\u003eWritten by two of the UK’s leading financial services marketers and rich in real-world experience and anecdote, \u003ci\u003eNo Small Change\u003c\/i\u003e questions the fundamentals of the ways that financial services firms engage with their customers, and defines all the key aspects of the new and dramatically-expanded role that marketing must play. \u003c\/p\u003e\u003cp\u003eIn this challenging and inspiring book, rich in personal experience and anecdote, Lucian Camp and Anthony Thomson define the key aspects of this new, genuinely customer- centric marketing. These include: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eDemystifying the task of building a brand in the financial services sector\u003c\/li\u003e \u003cli\u003eDefining a fresh attitude of mind to \u003ci\u003emanage consumer distrust\u003c\/i\u003e, rather than tackle the impossible task of restoring trust\u003c\/li\u003e \u003cli\u003eDeveloping the type of strong, distinctive purpose essential to build real consumer engagement\u003c\/li\u003e \u003cli\u003eLearning from the fast-emerging academic discipline of Behavioural Economics to create new levels of marketing effectiveness\u003c\/li\u003e \u003cli\u003eUnderstanding the extraordinary power – but at the same time the inevitable limitations – of the era of digital, mobile analytics and big data\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003eWhether you’re a financial services marketer still struggling to shake off the dreaded  “colouring-in department” tag, a member of senior management trying to come to terms with the marketing-centric future of the industry or just an interested observer, \u003ci\u003eNo Small Change\u003c\/i\u003e is a book that will transform your thinking\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989693186277,"sku":"NP9781119378037","price":49.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119378037.jpg?v=1761785130","url":"https:\/\/k12savings.com\/es\/products\/no-small-change-isbn-9781119378037","provider":"K12savings","version":"1.0","type":"link"}