| 000 | 02271cam a2200289zu 4500 | ||
|---|---|---|---|
| 001 | 10062242 | ||
| 003 | FRCYB10062242 | ||
| 005 | 20251020123440.0 | ||
| 006 | m o d | ||
| 007 | cr un | ||
| 008 | 251020s2004 fr | o|||||0|0|||eng d | ||
| 020 | _a9781576601563 | ||
| 035 | _aFRCYB10062242 | ||
| 040 |
_aFR-PaCSA _ben _c _erda |
||
| 100 | 1 | _aEhrlich, Evelyn | |
| 245 | 0 | 1 |
_aFinancial Services Marketing Handbook _c['Ehrlich, Evelyn', 'Fanelli, Duke'] |
| 264 | 1 |
_bBloomberg Press _c2004 |
|
| 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/10062242 _qtext/html _a |
| 520 | _aThe 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. | ||
| 999 |
_c1554252 _d1554252 |
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