Book description
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 sales
- Packed with new information on landing pages, email success
factors, and smartphone apps
- Demonstrates how behavioral economics affect marketing strategy
- Case 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.
Evelyn Ehrlich, PhD, is President of EC Communications, a
marketing consulting firm that has specialized in financial services
since 1982. Her clients have included AXA Advisors, BNY Mellon,
JPMorgan Chase, Merrill Lynch, and other leading financial
institutions. Ehrlich currently teaches financial services marketing
at New York University and has previously taught at Baruch College and
the University of Vermont. She has been a speaker for private
companies and trade groups, including the Financial Planning
Association, the Financial Communications Forum, the Financial
Services Marketing Conference, and others.
Louis "Duke" Fanelli has more than thirty years of
experience in marketing and financial services. He is currently Senior
Vice President, Marketing and Communication for the ANA (Association
of National Advertisers), the leading association for client-side
marketers. Prior to joining ANA, he served as CMO for Edelman
Financial Services, Fairfax, Virginia, a leading independent advisory
firm. Earlier, he was a VP of Marketing for AXA Equitable Life
Insurance Co., New York. Prior to joining AXA, he spent nearly fifteen
years in various communication, marketing, and business leadership
positions at Chase. He began his career as a journalist.
