LEADER 04932nam 2200769Ia 450 001 996205518903316 005 20200520144314.0 010 $a1-280-67539-X 010 $a1-118-53171-X 010 $a9786613652324 010 $a1-118-22240-7 035 $a(CKB)2670000000148695 035 $a(EBL)817986 035 $a(SSID)ssj0000614291 035 $a(PQKBManifestationID)11405559 035 $a(PQKBTitleCode)TC0000614291 035 $a(PQKBWorkID)10604802 035 $a(PQKB)11011179 035 $a(Au-PeEL)EBL817986 035 $a(CaPaEBR)ebr10533995 035 $a(CaONFJC)MIL365232 035 $a(PPN)170261476 035 $a(FR-PaCSA)88808479 035 $a(CaSebORM)9781118236369 035 $a(MiAaPQ)EBC817986 035 $a(OCoLC)794770302 035 $a(EXLCZ)992670000000148695 100 $a20111003d2012 uy 0 101 0 $aeng 135 $aurcn||||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 14$aThe financial services marketing handbook $etactics and techniques that produce results /$fEvelyn Ehrlich and Duke Fanelli 205 $a2nd ed. 210 $aHoboken, NJ $cBloomberg Press$dc2012 215 $a1 online resource (xi, 196 pages) 225 1 $aBloomberg Financial 300 $aDescription based upon print version of record. 311 $a1-118-23636-X 311 $a1-118-06571-9 320 $aIncludes bibliographical references and index. 327 $aThe Financial Services Marketing Handbook: Tactics and Techniques That Produce Results; Contents; Preface; Acknowledgments; Introduction: The Unique Challenges of Marketing Financial Services; Products or Services?; Psychology of Money; Third-Party Relationships; How End Users Select a Financial Services Provider; Legal and Regulatory Constraints; Section One: Strategic Market Planning; Chapter 1: Segmentation; The End of Undifferentiated Markets; Methods of Segmentation; Finding Your Target Segments; Chapter 2: Positioning and Branding; Positioning Strategy and Differentiation 327 $aCreating a Distinctive Brand IdentityChapter 3: The Market Plan; Researching Your Plan; The Elements of the Plan; Section Two: Marketing Tactics; Chapter 4: Advertising; Media Selection; The Role of Your Ad Agency; Creating Effective Creative; Measuring Advertising Effectiveness; Chapter 5: Public Relations; Third-Party Endorsement; The Tools of Public Relations; Media Relations; Public Relations for Every Budget; Measurement; Chapter 6: Sponsorship and Event Marketing; What Is the Value of Sponsorships?; Cause Marketing; Activating a Sponsorship Program 327 $aMeasuring the Effectiveness of SponsorshipChapter 7: Interactive Marketing; Techniques and Goals of Direct Methods; E-mail Marketing Considerations; Improving Response Rates; Mobile Marketing; Chapter 8: Social Media Marketing; Social Media Concerns; Effective Social Media Engagement; Social Networks as Marketing Channels; Chapter 9: Personal Selling; Traditional Relationships between Sales and Marketing; Bottom-Up Marketing; Changes in the Sales Distribution Model; Marketing Support Across the Sales Cycle; Chapter 10: Trade Shows and Seminars; Trade Shows; Seminars 327 $aChapter 11: Relationship MarketingWhy Customer Retention Matters; Methods of Relationship Building; Loyalty Programs; Conclusion; Appendix: Applying Marketing Principles to Sales Practice; Building Your Plan; Practice Examples; About the Authors; Index 330 $aThe roadmap to success for financial professionals using real-world examples, practical how-to's, and a structured approach to marketing strategy and tactics that covers the basics for beginners and inspires new ideas for marketing pros The Financial Marketing Services Handbook, Second Edition gives sales and marketing practitioners the practical tools and best practices they need both to improve their job performance and their retail and institutional marketing strategies. The FSM Handbook guides marketing and sales professionals working in an industry characterized by 410 0$aBloomberg Financial 606 $aFinancial services industry$zUnited States$xMarketing 606 $aFinancial planners$xMarketing 606 $aCustomer relations 606 $aFinancial services industry$xComputer network resources 615 0$aFinancial services industry$xMarketing. 615 0$aFinancial planners$xMarketing. 615 0$aCustomer relations. 615 0$aFinancial services industry$xComputer network resources. 676 $a332.1068/8 686 $aBUS050020$2bisacsh 700 $aEhrlich$b Evelyn$f1950-$0908852 701 $aFanelli$b Duke$f1954-$0908853 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a996205518903316 996 $aThe financial services marketing handbook$92032705 997 $aUNISA