Financial Services Marketing Handbook
A practical and engaging guide to all aspects of financial services marketing that includes case studies and an overall review of the keystones of marketing strategy.
“This is a must-have book for every financial advertising and marketing professional.”
- Bill Wreaks, Publisher, Journal of Financial Advertising & Marketing, President, Financial Communications Society (2002-4)
This practical handbook gives marketing and sales professionals in the financial industry the information they need to produce maximum value from their marketing.
Case studies illuminate the innovations of industry leaders such as Merrill Lynch, Fidelity, Bank of America and Capital One as well as analysing marketing initiatives that failed. These case studies are integrated into a review of the keystones of marketing strategy segmentation, positioning, branding, situational analysis, and tactical planning - leading to an overview on constructing a market plan. A chapter is devoted to each of the specific tools of the marketer, including advertising, public relations, personal selling and sponsorships, the Internet, event marketing and customer relationship management.
The authors’ website www.fsmhandbook.com has more useful information, including additional examples and frequently asked questions.
REVIEWS :“This is a must-have book for every financial advertising and
marketing professional.”
Bill Wreaks, Publisher, Journal of Financial Advertising & Marketing,
President, Financial Communications Society (2002-4)
Hardback, 288 Pages, Dimensions 216 x 173 MM Language English.
Segmentation.
Positioning and Branding.
The Market Plan.
Media Advertising.
Public Relations.
Sponsorship and Event Marketing.
Direct Marketing.
The Internet.
Personal Selling.
Trade Shows and Seminars.
Relationship Marketing.
APPENDIX: Applying Marketing Principles to Sales Practice.
Evelyn Ehrlich, PhD, has been president of Ehrlich Creative Communications, Inc., a marketing consulting firm specializing in financial services, since 1982. Her clients have included Merrill Lynch, UBS, JP Morgan Chase, Bear Stearns, the Guardian, New York Life, and Deutsche Bank, among others. She has a PhD from New York University and has taught marketing and communications courses at NYU, Baruch College, and elsewhere. She coteaches the course “Financial Services Marketing” at NYU.
Louis A. “Duke” Fanelli has more than twenty-five years of experience in marketing and financial services. He is a vice president for local market development within the Integrated Marketing and Communication Group at AXA Financial, Inc. He spent nearly fifteen years at JP Morgan Chase managing groups supporting the retail distribution network. He has also worked as a journalist and a public relations account executive and coteaches “Financial Services Marketing” at NYU.
Visit the authors’ website, www.fsmhandbook.com, for additional examples, frequently asked questions, and more.