The Financial Services Marketing Handbook
Tactics and Techniques that Produce Results
Bloomberg Press, 2004
Category:
Industries
Get the summary
Subscribe today and dramatically increase your business knowledge in your own time and at an affordable rate. Our summaries will update your skills, jump-start your career and put you ahead of the pack. Learn how to thrive in every aspect of your professional life.
getAbstract rating
| Overall |
|
(7)Applicability |
|
Innovation |
|
Style |
|
(9)
(5)| Level of Expertise |
|
(6)In this summary you will learn
- The basics of creating a marketing plan for a financial services company
- Tactics that can help implement that plan
- What marketing techniques have worked for large financial services companies
Why you should read The Financial Services Marketing Handbook
No one claims that marketing any service is easy, but marketing financial services is especially difficult. Today, you can buy financial products - mutual funds, insurance, banking services, mortgages, credit cards - through a variety of channels and providers, often at a discount. This creates a challenge for financial marketers, who tend to rely on proven time-tested marketing techniques from other industries that are not always effective for financial products. Here, consultants Evelyn Ehrlich and Duke Fanelli present marketing basics in a financial services context. Their best material comes from short case studies or vignettes from real financial services companies. Readers may wish there were more of these since much of the marketing content is not new. This is a good basic book for newcomers to marketing in the financial services industry, but veterans will find it less valuable. getAbstract.com recommends it to novice marketers or to those working in financial service firms’ non-marketing areas (such as operations, shareholder services or sales) who want a marketing briefing.
About the authors
Evelyn Ehrlich, Ph.D., has been president of Ehrlich Creative Communications, a marketing consulting firm, since 1982. Her clients have included many financial service companies. She has a Ph.D. from New York University. Louis A. "Duke" Fanelli has more than 25 years of marketing experience in financial services. He spent 15 years at J.P. Morgan Chase managing the retail sales network and worked as a journalism and public relations executive.
If you wish to purchase 20 or more copies of this title (not the summary, but the actual book), please contact us at info@getAbstract.com. Make sure you include the title of the book and your phone number.
getAbstract makes it easy for you to access the summary of The Financial Services Marketing Handbook any time or any place. Once registered, you can choose from a variety of download formats: PDF for your computer, BlackBerry, iPhone, Kindle, PDA or other handheld devices. You can even obtain the audio version of many of our summaries.
Subscribe today to gain access to this summary as well as many other compelling titles!