The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results - Hardcover

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.

Evelyn Ehrlich, PhD, has been president of Ehrlich Creative Communications, Inc., a marketing consulting firm specializing in financial services, since 1982. Her clients have included Merrill Lynch, UBS, JP Morgan Chase, Bear Stearns, the Guardian, New York Life, and Deutsche Bank, among others. She has a PhD from New York University and has taught marketing and communications courses at NYU, Baruch College, and elsewhere. She coteaches the course "Financial Services Marketing" at NYU.

Louis A. "Duke" Fanelli has more than twenty-five years of experience in marketing and financial services. He is a vice president for local market development within the Integrated Marketing and Communication Group at AXA Financial, Inc. He spent nearly fifteen years at JP Morgan Chase managing groups supporting the retail distribution network. He has also worked as a journalist and a public relations account executive and coteaches "Financial Services Marketing" at NYU.
Visit the authors' website, www.fsmhandbook.com, for additional examples, frequently asked questions, and more.