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Financial Services Marketing Handbook

Financial Services Marketing Handbook - 04 edition

ISBN13: 978-1576601563

Cover of Financial Services Marketing Handbook 04 (ISBN 978-1576601563)
ISBN13: 978-1576601563
ISBN10: 1576601560
Edition: 04
Copyright: 2004
Publisher: Bloomberg Press
Published: 2004
International: No

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Financial Services Marketing Handbook - 04 edition

ISBN13: 978-1576601563

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ISBN13: 978-1576601563
ISBN10: 1576601560
Edition: 04
Copyright: 2004
Publisher: Bloomberg Press
Published: 2004
International: No
Summary

Financial professionals realize that today, with money tight and customers skeptical, they need to become much better informed about how to create an image and sell their services. Marketing is an essential component of any financial service--whether one is an independent adviser or is at a large institutional firm--and the challenges and requirements inherent in marketing money are unique, numerous, and onerous. ''The Financial Services Marketing Handbook gives financial professionals invaluable information on how to target, win, and retain profitable customers. It provides 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. By citing case studies from companies including Capital One, Schwab, and Vanguard that show what has worked and, more tellingly, what hasn't, it demonstrates how marketers can effectively utilize tools ranging from advertising and public relations to direct mail and the Internet.

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