This practical handbook gives marketing and sales professionals in the financial industry the information they need to produce maximum value from their marketing. Case studies illuminate the innovations of industry leaders such as Merrill Lynch, Fidelity, Bank of America and Capital One as well as analysing 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 - leading to an overview on constructing a market plan. A chapter is devoted to each of the specific tools of the marketer, including advertising, public relations, personal selling and sponsorships, the Internet, event marketing and customer relationship management. The authors' website www.fsmhandbook.com has more useful information, including additional examples and frequently asked questions.
"This is a must-have book for every financial advertising and marketing professional." - Bill Wreaks, Publisher, Journal of Financial Advertising & Marketing, President, Financial Communications Society (2002-4)
"This is a must-have book for every financial advertising and marketing professional." - Bill Wreaks, Publisher, Journal of Financial Advertising & Marketing, President, Financial Communications Society (2002-4)