Book description
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.
Table of contents
- Cover
- Contents
- Title
- Copyright
- Preface
- Acknowledgments
- Introduction: The Unique Challenges of Marketing Financial Services
- Section One: Strategic Market Planning
- Section Two: Marketing Tactics
- Conclusion
- Appendix: Applying Marketing Principles to Sales Practice
- About the Authors
- Index
Product information
- Title: The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results
- Author(s):
- Release date: April 2012
- Publisher(s): Bloomberg Press
- ISBN: 9781118065716
You might also like
book
Financial Services Marketing, 2nd Edition
This new edition balances the theoretical and the practical for advanced undergraduates, those specialising in financial …
book
The Marketing Performance Blueprint: Strategies and Technologies to Build and Measure Business Success
Discover what's possible when the art and science of marketing collide The Marketing Performance Blueprint is …
book
Visual Guide to Financial Markets
A highly visual look at major investment opportunities from the minds at Bloomberg The essential guide …
book
The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, 2nd Edition
The definitive guide to PR and communications—updated with the newest social media and brand-reputation tools and …