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The financial services marketing handbook tactics and techniques that produce results

Bibliographic Details
Main Author: Ehrlich, Evelyn
Other Authors: Fanelli, Duke
Format: eBook
Language:English
Published: Princeton, NJ Bloomberg Press
Edition:1st ed
Subjects:
Electronic Books.
Financial Services Industry
Customer Relations.
Financial Planners
Online Access:
Collection: Netlibrary - Collection details see MPG.ReNa
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100 1 |a Ehrlich, Evelyn 
245 0 4 |a The financial services marketing handbook  |h Elektronische Ressource  |b tactics and techniques that produce results  |c Evelyn Ehrlich and Duke Fanelli 
250 |a 1st ed 
260 |a Princeton, NJ  |b Bloomberg Press 
300 |a xii, 262 p.  |b ill  |c 25 cm 
505 0 |a Segmentation. Learning from the consumer side. Methods of segmentation. Choosing target segments. Objective methods of segmentation. Segmentation by psychographic clusters. Customer value segmentation. Finding your target segments. Identifying current market segments -- Positioning and branding. Positioning. Determining one's positioning strategy. Branding. Creating a brand image. "Borrowing" a brand image. Supporting a brand. Repositioning and rebranding -- The market plan. Types of marketing plans. Researching your plan. Quantitative market research. Qualitative research. The elements of the plan. The SWOT analysis. Competitive analysis. Marketing objectives. Implementation. Implementation tactics. Choosing tactics. Metrics to track and measure success -- Media advertising. Media selection. Print advertising. Print buying decisions. Advertising effectiveness. Creating effective creative. Legal and regulatory considerations. Field advertising and co-op programs -- Public relations. 
505 0 |a the key to success. Measuring results -- Relationship marketing. Why customer retention matters. Methods of relationship building. Formal loyalty programs. Client publications 
653 |a Electronic books. 
700 1 |a Fanelli, Duke 
041 0 7 |a eng  |2 ISO 639-2 
989 |b ZDB-1-NEL  |a Netlibrary 
500 |a Includes bibliographical references and index 
856 4 0 |u http://www.netLibrary.com/urlapi.asp?action=summary&v=1&bookid=121513  |x Aggregator  |3 Volltext 
650 4 |a Financial services industry 
650 4 |a Financial services industry 
650 4 |a Customer relations. 
650 4 |a Financial planners 

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