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 pros
"The 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 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.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 updated
The 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 marketing
professionals even more of the information they need to stretch
value from each marketing dollar.
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