The Financial Services Marketing Handbook

2. Auflage 2012
ISBN: 978-1-118-06571-6
Verlag: Wiley

Buch, Englisch, 196 Seiten, Format (B × H): 183 mm x 260 mm, Gewicht: 602 g

Reihe: Bloomberg Professional

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.

Autoren/Hrsg.

Ehrlich, Evelyn

Fanelli, Duke

Fachgebiete

• Wirtschaftswissenschaften Finanzsektor & Finanzdienstleistungen Finanzsektor & Finanzdienstleistungen: Allgemeines
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Preface to the Second Edition

Acknowledgments

Introduction: The Unique Challenges of Marketing Financial Services

Products or Services?

Marketing Money Is Different

Getting the Most from This Book

Notes

Section One: Strategic Market Planning

Chapter 1: Segmentation

Learning from the Consumer Side

Methods of Segmentation

Finding Your Target Segments

Notes

Chapter 2 Positioning and Branding

Positioning

Branding

Chapter 3 The Market Plan

Types of Marketing Plans

Researching Your Plan

The Elements of the Plan

Notes

Section Two: Marketing Tactics

Chapter 4: Advertising

Media Selection

The Role of Your Ad Agency

Creating Effective Creative

Advertising Effectiveness

Field Advertising and Co-op Programs

Conclusion

Chapter 5: Public Relations

Third-Party Endorsement

The Tools of Public Relations

Media Relations

Public Relations for Every Budget

Measurement

Handling Bad Press

Notes

Chapter 6: Sponsorship and Event Marketing

What Is the Value of Sponsorships?

Cause Marketing

Activating a Sponsorship Program

Measuring the Effectiveness of Sponsorship

Notes

Chapter 7: Interactive Marketing

Techniques and Goals of Direct Methods

Improving Response Rates

Conclusion

Notes

Chapter 8: Social Media Marketing

Social Media Concerns

Effective Social Media Engagement

Social Networks as Marketing Channels

Conclusion

Notes

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

Notes

Chapter 10: Trade Shows and Seminars

Trade Shows

Seminars

Conclusion

Chapter 11: Relationship Marketing

Why Customer Retention Matters

Methods of Relationship Building

Loyalty Programs

Conclusion

Notes

Conclusion

Appendix: Applying Marketing Principles to Sales Practice

Building Your Plan

Practice Examples

Conclusion

About the Authors

Index

Über Autor(innen)

Ehrlich, Evelyn
Evelyn Ehrlich, PhD, is President of EC Communications, a marketing consulting firm that has specialized in financial services since 1982. Her clients have included AXA Advisors, BNY Mellon, JPMorgan Chase, Merrill Lynch, and other leading financial institutions. Ehrlich currently teaches financial services marketing at New York University and has previously taught at Baruch College and the University of Vermont. She has been a speaker for private companies and trade groups, including the Financial Planning Association, the Financial Communications Forum, the Financial Services Marketing Conference, and others.

Fanelli, Duke
Louis "Duke" Fanelli has more than thirty years of experience in marketing and financial services. He is currently Senior Vice President, Marketing and Communication for the ANA (Association of National Advertisers), the leading association for client-side marketers. Prior to joining ANA, he served as CMO for Edelman Financial Services, Fairfax, Virginia, a leading independent advisory firm. Earlier, he was a VP of Marketing for AXA Equitable Life Insurance Co., New York. Prior to joining AXA, he spent nearly fifteen years in various communication, marketing, and business leadership positions at Chase. He began his career as a journalist.