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

Acknowledgments

Many people helped us by giving their time, knowledge, and support: We would especially like to thank Renee Harris of New York University’s Center for Marketing; Bill Wreaks; the editor of the first edition, Jared Kieling; Laura Walsh and Judy Howarth at Wiley; and all our colleagues and clients who have educated and supported us over the course of our (collective) 50 years in financial services marketing.

Duke Fanelli co-authored this book based on a desire to share, demystify, and make useful the many tools at the disposal of the financial services marketer and practitioner. His contributions to this book would not have been possible without his wife Donna’s unyielding support, enthusiasm, and encouragement for all his life’s ...