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The Financial Services Marketing Handbook

 
Evelyn Ehrlich (Author) Louis A. Duke Fanelli (Author)
Synopsis The financial industry is under constant pressure to improve profits, attract and retain high-value clients, and maintain brand equity. The financial Services Marketing Handbook gives marketing and sales professionals the information they need to produce maximum value from each marketing dollar. Anyone in the financial industry can benefit from this book, from senior corporate management and product developers to independent financial advisers and salespeople. Case studies illuminate the innovations of industry leaders such as Merrill Lynch, Fidelity, Bank of America, and Capital One and, perhaps more tellingly, analyze marketing initiatives that failed. These case studies are integrated into a review of the keystones of marketing strategy – segmentation, positioning, branding, situational analysis, and tactical planning – all leading to a step-by-step overview on constructing a market plan. A chapter is devoted to each of the specific tools of the marketer, from advertising, public relations, personal selling, and sponsorships, to the Internet, event marketing, customer relationship management, and much more. The financial Services Marketing Handbook gives marketers and sales professionals the tools they need to survive and thrive, whether they are independent entrepreneurs or work within commercial banks, investment banks, credit card companies, hedge funds, mutual funds, insurance firms, and other financial institutions.
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About the authors

Evelyn Ehrlich

Evelyn Ehrlich, Ph.D. has been president of Ehrlich Creative Comunication, Inc., a marketing consulting firm specializing in financial services, since 1982. Her clinets have included Marrill Lynch, UBS, J.P. Morgan Chase, Bear Stearans, the Guaradian, New York Life, and Deutsche Bank, among others. She has a Ph.D. from New York University and has taught marketing and communications courses at NYU, Baruch College, and elsewhere. She co-teaches the course Financial Services Marketing at NYU.

Louis A. Duke Fanelli

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 J.P. Morgan Chase managing groups supporting the retail distribution network. He has also worked as a Journalist and Public Relations Account Executive and co teaches Financial Services Marketing at NYU.

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Bibliographic information

Title The Financial Services Marketing Handbook
Format Hardcover
Date published: 01.01.2005
Edition 1st ed.
Language: English
isbn 8179922944
length xiv+262p., Figures; Tables; Appendix; Index; 25cm.