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The financial services marketing handbook [[electronic resource] ] : tactics and techniques that produce results / / Evelyn Ehrlich and Duke Fanelli
The financial services marketing handbook [[electronic resource] ] : tactics and techniques that produce results / / Evelyn Ehrlich and Duke Fanelli
Autore Ehrlich Evelyn <1950->
Edizione [2nd ed.]
Pubbl/distr/stampa Hoboken, NJ, : Bloomberg Press, c2012
Descrizione fisica 1 online resource (xi, 196 pages)
Disciplina 332.1068/8
Altri autori (Persone) FanelliDuke <1954->
Collana Bloomberg Financial
Soggetto topico Financial services industry - United States - Marketing
Financial planners - Marketing
Customer relations
Financial services industry - Computer network resources
ISBN 1-280-67539-X
1-118-53171-X
9786613652324
1-118-22240-7
Classificazione BUS050020
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto The 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
Creating 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
Measuring 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
Chapter 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
Record Nr. UNINA-9910141310003321
Ehrlich Evelyn <1950->  
Hoboken, NJ, : Bloomberg Press, c2012
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
The financial services marketing handbook : tactics and techniques that produce results / / Evelyn Ehrlich and Duke Fanelli
The financial services marketing handbook : tactics and techniques that produce results / / Evelyn Ehrlich and Duke Fanelli
Autore Ehrlich Evelyn <1950->
Edizione [2nd ed.]
Pubbl/distr/stampa Hoboken, NJ, : Bloomberg Press, c2012
Descrizione fisica 1 online resource (xi, 196 pages)
Disciplina 332.1068/8
Altri autori (Persone) FanelliDuke <1954->
Collana Bloomberg Financial
Soggetto topico Financial services industry - United States - Marketing
Financial planners - Marketing
Customer relations
Financial services industry - Computer network resources
ISBN 1-280-67539-X
1-118-53171-X
9786613652324
1-118-22240-7
Classificazione BUS050020
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto The 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
Creating 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
Measuring 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
Chapter 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
Record Nr. UNISA-996205518903316
Ehrlich Evelyn <1950->  
Hoboken, NJ, : Bloomberg Press, c2012
Materiale a stampa
Lo trovi qui: Univ. di Salerno
Opac: Controlla la disponibilità qui
The financial services marketing handbook : tactics and techniques that produce results / / Evelyn Ehrlich and Duke Fanelli
The financial services marketing handbook : tactics and techniques that produce results / / Evelyn Ehrlich and Duke Fanelli
Autore Ehrlich Evelyn <1950->
Edizione [2nd ed.]
Pubbl/distr/stampa Hoboken, NJ, : Bloomberg Press, c2012
Descrizione fisica 1 online resource (xi, 196 pages)
Disciplina 332.1068/8
Altri autori (Persone) FanelliDuke <1954->
Collana Bloomberg Financial
Soggetto topico Financial services industry - United States - Marketing
Financial planners - Marketing
Customer relations
Financial services industry - Computer network resources
ISBN 1-280-67539-X
1-118-53171-X
9786613652324
1-118-22240-7
Classificazione BUS050020
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto The 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
Creating 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
Measuring 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
Chapter 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
Record Nr. UNINA-9910820057903321
Ehrlich Evelyn <1950->  
Hoboken, NJ, : Bloomberg Press, c2012
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui