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The 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. Contents of The Financial Services Marketing Handbook Introduction Products or Services? Financial Services as Products Financial Services as Services Service Is What It's About Marketing Money Is Different Psychology of Money Third-Party Relationships Multiple Sales Channels How End Users Select a Financial Services Provider Cost Doesn't Matter Very Much "Stickiness" of Money Decisions Legal and Regulatory Constraints Successful Financial Marketing Getting the Most from This Book SECTION ONE: Strategic Market Planning 1. Segmentation Learning from the Consumer Side Choosing Target Segments Methods of Segmentation Objective Methods of Segmentation Segmentation by Psychographic Clusters Customer-Value Segmentation Finding Your Target Segments Identifying Current Market Segments 2. Positioning and Branding Positioning Determining Positioning Strategy Branding Creating a Brand Image "Borrowing" a Brand Image Supporting a Brand Image Repositioning and Rebranding 3. 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 SECTION TWO: Marketing Tactics 4. Media Advertising Media Selection Print Advertising Choosing the left Publication More Print Buying Decisions Advertising Effectiveness Creating Effective Creative Legal and Regulatory Considerations Field Advertising and Co-op Programs 5. Public Relations Third-Party Endorsement The Tools of Public Relations Public Relations for Every Budget No Budget Small Budget (up to $2,000) Bigger Bucks (more than $2,000) Getting Press Coverage Dealing with Bad Press 6. Sponsorship and Event Marketing What Is the Value of Sponsorships? Cause Marketing Activating a Sponsorship Program Planning to Maximize Sponsorship Value Measuring the Effectiveness of Sponsorship 7. Direct Marketing Techniques and Goals of Direct Methods Personalization Finding the Best Lists Factors Affecting Direct Mail Response Getting Past the Gatekeeper Dimensionals, Premiums, and Other Gimmicks Costs Elements of the Package Telemarketing Regulations Affecting Direct Marketers 8. The Internet The Internet as One Channel among Many The Internet as a Marketing Tool Improving Website Usability Website Content Company Information Educational Information Customer Service Sales Support Transactions Relationship-Based Marketing Customer Acquisition Advertising on the Web 9. Personal Selling Traditional Relationships between Sales and Marketing "Bottom-Up" Marketing Third-Party Sales High-Net-Worth Sales Institutional Sales Changes in the Sales Distribution Model How Sales Can Help Marketing Help Sales 10. Trade Shows and Seminars Trade Shows Breaking through Booth Clutter Following Up Leads Measuring Results Seminars Planning Marketing the Seminar During the Seminar The Presentation Follow-up: The Key to Success Measuring Results 11. Relationship Marketing Why Customer Retention Matters Methods of Relationship Building Formal Loyalty Programs Client Publications Conclusion Conclusion APPENDIX: Applying Marketing Principles to Sales Practice Index

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