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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 | ||
| ||
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 | ||
| ||
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 | ||
| ||