Ehrlich, Evelyn

The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results

Ehrlich, Evelyn - The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results, ebook


Ebook, ePUB with Adobe DRM
ISBN: 9781118236369
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Printing96 pages with an additional page accrued every 8 hours, capped at 96 pages
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The roadmap to success for financial professionals using real-world examples, practical how-to's, and a structured approach to marketing strategy and tactics that covers the basics for beginners and inspires new ideas for marketing pros

The Financial Marketing Services Handbook, Second Edition gives sales and marketing practitioners the practical tools and best practices they need both to improve their job performance and their retail and institutional marketing strategies. The FSM Handbook guides marketing and sales professionals working in an industry characterized by cut-throat competition, client mistrust, transformative technologies, and ever-changing regulation, to understand the practical steps they must take to turn these threats into opportunities.

Providing invaluable information on how to target, win, and retain profitable customers, the book presents 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. With up-to-date case studies, showing what has worked and, more tellingly, what hasn't, the book demonstrates how to effectively utilize the marketer's toolbox—from advertising and public relations to social media and mobile marketing.

  • Discusses how social media (Twitter, Facebook, blogs, review sites) impact branding and sales
  • Packed with new information on landing pages, email success factors, and smartphone apps
  • Demonstrates how behavioral economics affect marketing strategy
  • Case studies and charts are fully revised and updated

The financial industry is under intense pressure to improve profits, retain high-value clients, and maintain brand equity without straining budgets. The first edition has become an industry-standard reference book and The Financial Services Marketing Handbook, Second Edition gives sales and marketing professionals even more of the information they need to stretch value from each marketing dollar.

Keywords: General & Introductory Business & Management, Evelyn Ehrlich, Duke Fanelli, The Financial Services Marketing Handbook, Second Edition: Tactics and Techniques That Produce Results, the financial services handbook, financial sales professionals, sales professionals, marketing professionals, online sales, financial industry, improving profits in the financial industry, brand equity, marketing and finance, marketing, social media marketing, retention marketing, loyalty marketing, financial services marketing, financial marketing, bank marketing,  , financial institutions, sponsorship marketing

John Wiley and Sons, Inc.
Publication year
Bloomberg Financial
Page amount
320 pages
Printed ISBN

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