{"product_id":"the-financial-services-marketing-handbook-tactics-and-techniques-that-produce-results-hardback-9781118065716","title":"The Financial Services Marketing Handbook; Tactics and Techniques That Produce Results (Hardback) 9781118065716","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe Financial Services Marketing Handbook\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eTactics and Techniques That Produce Results\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eEvelyn Ehrlich (Author), Duke Fanelli (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781118065716, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 30 March 2012\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e208 pages\u003cbr\u003e25.6 x 17.8 x 2 cm, 0.544 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eThe 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\u003c\/b\u003e  \u003cp\u003e\u003ci\u003eThe Financial Marketing Services Handbook, Second Edition\u003c\/i\u003e 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. \u003ci\u003eThe FSM Handbook\u003c\/i\u003e 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.\u003c\/p\u003e \u003cp\u003eProviding 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eDiscusses how social media (Twitter, Facebook, blogs, review sites) impact branding and sales\u003c\/li\u003e \u003cli\u003ePacked with new information on landing pages, email success factors, and smartphone apps\u003c\/li\u003e \u003cli\u003eDemonstrates how behavioral economics affect marketing strategy\u003c\/li\u003e \u003cli\u003eCase studies and charts are fully revised and updated\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe 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 \u003ci\u003eThe Financial Services Marketing Handbook, Second Edition\u003c\/i\u003e gives sales and marketing professionals even more of the information they need to stretch value from each marketing dollar.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eAcknowledgments xi\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction The Unique Challenges of Marketing Financial Services 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eProducts or Services? 2\u003c\/p\u003e \u003cp\u003ePsychology of Money 6\u003c\/p\u003e \u003cp\u003eThird-Party Relationships 7\u003c\/p\u003e \u003cp\u003eHow End Users Select a Financial Services Provider 8\u003c\/p\u003e \u003cp\u003eLegal and Regulatory Constraints 13\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection One: Strategic Market Planning\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Segmentation 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe End of Undifferentiated Markets 20\u003c\/p\u003e \u003cp\u003eMethods of Segmentation 23\u003c\/p\u003e \u003cp\u003eFinding Your Target Segments 29\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Positioning and Branding 33\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePositioning Strategy and Differentiation 33\u003c\/p\u003e \u003cp\u003eCreating a Distinctive Brand Identity 37\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The Market Plan 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eResearching Your Plan 46\u003c\/p\u003e \u003cp\u003eThe Elements of the Plan 48\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSection Two: Marketing Tactics\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Advertising 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMedia Selection 62\u003c\/p\u003e \u003cp\u003eThe Role of Your Ad Agency 63\u003c\/p\u003e \u003cp\u003eCreating Effective Creative 65\u003c\/p\u003e \u003cp\u003eMeasuring Advertising Effectiveness 71\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Public Relations 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThird-Party Endorsement 76\u003c\/p\u003e \u003cp\u003eThe Tools of Public Relations 77\u003c\/p\u003e \u003cp\u003eMedia Relations 79\u003c\/p\u003e \u003cp\u003ePublic Relations for Every Budget 82\u003c\/p\u003e \u003cp\u003eMeasurement 85\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Sponsorship and Event Marketing 87\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is the Value of Sponsorships? 87\u003c\/p\u003e \u003cp\u003eCause Marketing 89\u003c\/p\u003e \u003cp\u003eActivating a Sponsorship Program 91\u003c\/p\u003e \u003cp\u003eMeasuring the Effectiveness of Sponsorship 94\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Interactive Marketing 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTechniques and Goals of Direct Methods 97\u003c\/p\u003e \u003cp\u003eE-mail Marketing Considerations 98\u003c\/p\u003e \u003cp\u003eImproving Response Rates 100\u003c\/p\u003e \u003cp\u003eMobile Marketing 104\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Social Media Marketing 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSocial Media Concerns 108\u003c\/p\u003e \u003cp\u003eEffective Social Media Engagement 110\u003c\/p\u003e \u003cp\u003eSocial Networks as Marketing Channels 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Personal Selling 123\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTraditional Relationships between Sales and Marketing 124\u003c\/p\u003e \u003cp\u003eBottom-Up Marketing 126\u003c\/p\u003e \u003cp\u003eChanges in the Sales Distribution Model 130\u003c\/p\u003e \u003cp\u003eMarketing Support Across the Sales Cycle 132\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Trade Shows and Seminars 135\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTrade Shows 135\u003c\/p\u003e \u003cp\u003eSeminars 139\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Relationship Marketing 145\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Customer Retention Matters 146\u003c\/p\u003e \u003cp\u003eMethods of Relationship Building 147\u003c\/p\u003e \u003cp\u003eLoyalty Programs 152\u003c\/p\u003e \u003cp\u003eConclusion 157\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendix: Applying Marketing Principles to Sales Practice 160\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBuilding Your Plan 162\u003c\/p\u003e \u003cp\u003ePractice Examples 164\u003c\/p\u003e \u003cp\u003eAbout the Authors 191\u003c\/p\u003e \u003cp\u003eIndex 192\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Bloomberg Press","offers":[{"title":"Brand New","offer_id":52165916098840,"sku":"9781118065716","price":39.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781118065716.jpg?v=1781101818","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-financial-services-marketing-handbook-tactics-and-techniques-that-produce-results-hardback-9781118065716","provider":"Freshly Printed Books","version":"1.0","type":"link"}