The Financial Services Marketing Handbook - Tactics and Techniques That Produce Results 2e (Hardcover, 2nd Edition)

"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.

General

Is the information for this product incomplete, wrong or inappropriate? Let us know about it.

Does this product have an incorrect or missing image? Send us a new image.

Is this product missing categories? Add more categories.

Review This Product

No reviews yet - be the first to create one!