The Financial Services Marketing Handbook: Tactics and Techniques that Produce Results
Автор:Evelyn Ehrlich, Duke Fanelli Год: 2004 Издание: [не указанo] Страниц: 288 ISBN: 1576601560 Financial professionals realize that today, with money tight and customers skeptical, they need to become much better informed about how to create an image and sell their services. Marketing is an essential component of any financial service--whether one is an independent adviser or is at a large institutional firm--and the challenges and requirements inherent in marketing money are unique, numerous, and onerous. "The Financial Services Marketing Handbook gives financial professionals invaluable information on how to target, win, and retain profitable customers. It provides an overview of the basic marketing functions--segmentation, positioning, brand building, situational analyses, and tactical planning--as they relate specifically to the financial services industry. By citing case studies from companies including Capital One, Schwab, and Vanguard that show what has worked and, more tellingly, what hasn't, it demonstrates how marketers can effectively utilize tools ranging from...
