The financial services marketing handbook: tactics and techniques that produce results
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Hoboken, NJ
Bloomberg Press
2012
|
| Edition: | 2. ed. |
| Series: | Bloomberg financial series
|
| Subjects: | |
| Online Access: | Contributor biographical information Inhaltsverzeichnis |
| Physical Description: | XI, 196 S. Ill., graph. Darst. 26 cm |
| ISBN: | 9781118065716 9781118255704 9781118236369 9781118222409 |
Staff View
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Record in the Search Index
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| adam_text | Titel: The financial services marketing handbook
Autor: Ehrlich, Evelyn
Jahr: 2012
Contents
Preface ix
Acknowledgments xi
INTRODUCTION
The Unique Challenges of Marketing Financial Services 1
Products or Services? 2
Psychology of Money 6
Third-Party Relationships 7
How End Users Select a Financial Services Provider 8
Legal and Regulatory Constraints 13
SECTION ONE: STRATEGIC MARKET PLANNING
CHAPTER 1
Segmentation 19
The End of Undifferentiated Markets 20
Methods of Segmentation 23
Finding Your Target Segments 29
CHAPTER 2
Positioning and Branding 33
Positioning Strategy and Differentiation 33
Creating a Distinctive Brand Identity 37
CHAPTER 3
The Market Plan 45
Researching Your Plan 46
The Elements of the Plan 48
SECTION TWO: MARKETING TACTICS
CHAPTER 4
Advertising 61
Media Selection 62
The Role of Your Ad Agency 63
Creating Effective Creative 65
Measuring Advertising Effectiveness 71
CHAPTER 5
Public Relations 75
Third-Party Endorsement 76
The Tools of Public Relations 77
Media Relations 79
Public Relations for Every Budget 82
Measurement 85
CHAPTER 6
Sponsorship and Event Marketing 87
What Is the Value of Sponsorships? 87
Cause Marketing 89
Activating a Sponsorship Program 91
Measuring the Effectiveness of Sponsorship 94
CHAPTER 7
Interactive Marketing 97
Techniques and Goals of Direct Methods 97
E-mail Marketing Considerations 98
Improving Response Rates 100
Mobile Marketing 104
CHAPTER 8
Social Media Marketing 107
Social Media Concerns 108
Effective Social Media Engagement 110
Social Networks as Marketing Channels 118
CHAPTER 9
Personal Selling 123
Traditional Relationships between Sales and Marketing 124
Bottom-Up Marketing 126
Changes in the Sales Distribution Model 130
Marketing Support Across the Sales Cycle 132
CHAPTER 10
Trade Shows and Seminars 135
Trade Shows 135
Seminars 139
CHAPTER 11
Relationship Marketing 145
Why Customer Retention Matters 146
Methods of Relationship Building 147
Loyalty Programs 152
Conclusion 157
Appendix: Applying Marketing Principles to Sales Practice 160
Building Your Plan 162
Practice Examples 164
About the Authors 191
Index 192
|
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| spelling | Ehrlich, Evelyn Verfasser aut The financial services marketing handbook tactics and techniques that produce results Evelyn Ehrlich and Duke Fanelli 2. ed. Hoboken, NJ Bloomberg Press 2012 XI, 196 S. Ill., graph. Darst. 26 cm txt rdacontent n rdamedia nc rdacarrier Bloomberg financial series Financial services industry United States Marketing Financial planners Marketing Customer relations Financial services industry Computer network resources Marketing (DE-588)4037589-4 gnd rswk-swf Kundenmanagement (DE-588)4236865-0 gnd rswk-swf Finanzdienstleistung (DE-588)4212226-0 gnd rswk-swf USA USA (DE-588)4078704-7 gnd rswk-swf (DE-588)1071861417 Konferenzschrift gnd-content USA (DE-588)4078704-7 g Finanzdienstleistung (DE-588)4212226-0 s Marketing (DE-588)4037589-4 s Kundenmanagement (DE-588)4236865-0 s 1\p DE-604 Fanelli, Duke Sonstige oth http://www.loc.gov/catdir/enhancements/fy1208/2011041422-b.html Contributor biographical information HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025195049&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Ehrlich, Evelyn The financial services marketing handbook tactics and techniques that produce results Financial services industry United States Marketing Financial planners Marketing Customer relations Financial services industry Computer network resources Marketing (DE-588)4037589-4 gnd Kundenmanagement (DE-588)4236865-0 gnd Finanzdienstleistung (DE-588)4212226-0 gnd |
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| title | The financial services marketing handbook tactics and techniques that produce results |
| title_auth | The financial services marketing handbook tactics and techniques that produce results |
| title_exact_search | The financial services marketing handbook tactics and techniques that produce results |
| title_full | The financial services marketing handbook tactics and techniques that produce results Evelyn Ehrlich and Duke Fanelli |
| title_fullStr | The financial services marketing handbook tactics and techniques that produce results Evelyn Ehrlich and Duke Fanelli |
| title_full_unstemmed | The financial services marketing handbook tactics and techniques that produce results Evelyn Ehrlich and Duke Fanelli |
| title_short | The financial services marketing handbook |
| title_sort | the financial services marketing handbook tactics and techniques that produce results |
| title_sub | tactics and techniques that produce results |
| topic | Financial services industry United States Marketing Financial planners Marketing Customer relations Financial services industry Computer network resources Marketing (DE-588)4037589-4 gnd Kundenmanagement (DE-588)4236865-0 gnd Finanzdienstleistung (DE-588)4212226-0 gnd |
| topic_facet | Financial services industry United States Marketing Financial planners Marketing Customer relations Financial services industry Computer network resources Marketing Kundenmanagement Finanzdienstleistung USA Konferenzschrift |
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