Despite the technological upheavals of the twenty-first century, the financial services industry remains one of American industry’s least sophisticated marketers. When the Medici conducted banking business with the pope in the 14th and 15th centuries, they used personal contacts and reputation to generate deals. The investment-banking industry still operates pretty much the same way. True, certain segments of the financial industry have been marketing innovators; banks, for example, were among the first to adopt customer relationship management (CRM) systems to track customer behavior. Nevertheless, a large portion of the industry is only beginning to move from a sales model to a marketing model—a move consumer products manufacturers ...

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