000			02884cam a2200289zu 4500
001			88808479
003			FRCYB88808479
005			20250106110246.0
006			m o d
007			cr un
008			250106s2012 fr | o|||||0|0|||eng d
020			_a9781118065716
035			_aFRCYB88808479
040			_aFR-PaCSA _ben _c _erda
100	1		_aEhrlich, Evelyn
245	0	1	_aFinancial Services Marketing Handbook _bTactics and Techniques That Produce Results _c['Ehrlich, Evelyn', 'Fanelli, Duke']
264		1	_bJohn Wiley & Sons _c2012
300			_a p.
336			_btxt _2rdacontent
337			_bc _2rdamdedia
338			_bc _2rdacarrier
650		0	_a
700	0		_aEhrlich, Evelyn
700	0		_aFanelli, Duke
856	4	0	_2Cyberlibris _uhttps://international.scholarvox.com/netsen/book/88808479 _qtext/html _a
520			_aThe 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.
999			_c1450 _d1450