The Financial Services Marketing Handbook

Evelyn Ehrlich 지음

Bloomberg Press 2012년 02월 08일 출간

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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 prosThe 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 functionsm-segmentation, positioning, brand building, situational analyses, and tactical planningm-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 toolboxm-from advertising and public relations to social media and mobile marketing.Discusses how social media (Twitter, Facebook, blogs, review sites) impact branding and salesPacked with new information on landing pages, email success factors, and smartphone appsDemonstrates how behavioral economics affect marketing strategyCase studies and charts are fully revised and updatedThe 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 marketi

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Preface ixAcknowledgments xiINTRODUCTIONThe Unique Challenges of Marketing Financial Services 1Products or Services? 2Psychology of Money 6Third-Party Relationships 7How End Users Select a Financial Services Provider 8Legal and Regulatory Constraints 13SECTION ONE: STRATEGIC MARKET PLANNINGCHAPTER 1 Segmentation 19The End of Undifferentiated Markets 20Methods of Segmentation 23Finding Your Target Segments 29CHAPTER 2 Positioning and Branding 33Positioning Strategy and Differentiation 33Creating a Distinctive Brand Identity 37CHAPTER 3 The Market Plan 45Researching Your Plan 46The Elements of the Plan 48SECTION TWO: MARKETING TACTICSCHAPTER 4 Advertising 61Media Selection 62The Role of Your Ad Agency 63Creating Effective Creative 65Measuring Advertising Effectiveness 71CHAPTER 5 Public Relations 75Third-Party Endorsement 76The Tools of Public Relations 77Media Relations 79Public Relations for Every Budget 82Measurement 85CHAPTER 6 Sponsorship and Event Marketing 87What Is the Value of Sponsorships? 87Cause Marketing 89Activating a Sponsorship Program 91Measuring the Effectiveness of Sponsorship 94CHAPTER 7 Interactive Marketing 97Techniques and Goals of Direct Methods 97E-mail Marketing Considerations 98Improving Response Rates 100Mobile Marketing 104CHAPTER 8 Social Media Marketing 107Social Media Concerns 108Effective Social Media Engagement 110Social Networks as Marketing Channels 118CHAPTER 9 Personal Selling 123Traditional Relationships between Sales and Marketing 124Bottom-Up Marketing 126Changes in the Sales Distribution Model 130Marketing Support Across the Sales Cycle 132CHAPTER 10 Trade Shows and Seminars 135Trade Shows 135Seminars 139CHAPTER 11 Relationship Marketing 145Why Cus

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저자(글) Evelyn Ehrlich

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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.Louis quot;Dukequot; 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.