以顧客關係為核心的架構，介紹金融行銷的核心理念，包括金融行銷規劃、金融行銷環境、目標市場和定位、金融商品決策、價格訂定、行銷通路和推廣等行銷策略。

The structure with customer relationship as the core, introduces the core concepts of financial marketing, including financial marketing planning, financial marketing environment, target market and positioning, financial commodity decisions, price setting, marketing channels and promotion and other marketing strategies.

以顧客關係為核心的架構，介紹金融行銷的核心理念，包括金融行銷規劃、金融行銷環境、目標市場和定位、金融商品決策、價格訂定、行銷通路和推廣等行銷策略。

The structure with customer relationship as the core, introduces the core concepts of financial marketing, including financial marketing planning, financial marketing environment, target market and positioning, financial commodity decisions, price setting, marketing channels and promotion and other marketing strategies.

1. 張國雄(2014)，行銷管理，雙葉書廊， 第4版。
2. Lovelock and Writz (2007), Services Marketing: People, Technology, Strategy, 6/E (華泰文化代理)
3. John Egan (2004)，Relationship Marketing: Exploring Relational Strategies in Marketing, 2nd edition Financial Times/ Prentice Hall.
4.陳澤義(2006)，服務管理，第二版，華泰文化。
5. 蕭振福 (2009)，銀行實務與會計，駿業出版社。

1. Zhang Guoxiong (2014), Marketing Management, Double Leaf Library, 4th Edition.
2. Lovelock and Writz (2007), Services Marketing: People, Technology, Strategy, 6/E (Huatai Cultural Agent)
3. John Egan (2004), Relationship Marketing: Exploring Relational Strategies in Marketing, 2nd edition Financial Times/ Prentice Hall.
4. Chen Zeyi (2006), Service Management, Second Edition, Huatai Culture.
5. Zi Zhenfu (2009), Banking Activity and Accounting, Jinfu Publishing House.