This work examines how to market financial services. The first part explores the development of a retail strategy based on the financial and consumer environment. It surveys the environmental factors which have created a need for retailing concepts and the ways in which financial institutions employ retail strategies to focus on cost control (for example branch rationalization); delivery systems (such as recent innovations in telephone and postal banking); and competitive customer service. Separate elements such as the physical environment (including location, branch environment and security), price, promotion, product range development and customer service are then considered. Each chapter includes a summary and review questions.