The Financial Services Marketing Handbook: Tactics and Techniques that Produce Results (Hardcover)

by Evelyn Ehrlich; Duke Fanelli (Author), Evelyn Ehrlich (Author), Duke Fanelli (Author) "The science of marketing is built on fact-based researched, sophisticated statistical methods, the testing of hypotheses, and the analysis of results..." (more)
Key Phrases: American Express, Bank of America, New York (more...)

Editorial Reviews

Review
"A unique and invaluable training tool for beginners that also offers new insights to veteran financial marketers." -- Andrea Trachtenberg, Senior Vice President, Head of Global Marketing, Lehman Brothers Wealth & Asset Management

"An invaluable text in both undergraduate and graduate level business programs." -- Professor Irv Schenkler, Stern School of Business, New York University

"Ehrlich and Fanelli are recognized industry veterans who have combined their own broad-ranging experience with fundamental principles of marketing." -- Bill Wreaks, Publisher, Journal of Financial Advertising & Marketing

"Gives sales professionals a road map to success, through real-world examples, practical how-to's, and a structured approach to market planning." -- Mary Rudie Barneby, First vice president and divisional sales manager at a major US brokerage firm

Product Description
Financial professionals realize that today, with money tight and customers skeptical, they need to become much better informed about how to create an image, sell themselves, and market their services. Marketing is an essential component of any financial service—whether one is an independent adviser or is at a large institutional firm—and the challenges and requirements inherent in marketing money are unique, numerous, and onerous.

The Financial Services Marketing Handbook gives financial professionals invaluable information on how to target, win, and retain profitable customers. It provides 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.

By citing case studies from companies including Capital One, Schwab, and Vanguard that show what has worked and, more tellingly, what hasn't, it demonstrates how marketers can effectively utilize tools ranging from advertising and public relations to direct mail and the Internet. It's a handbook readers will turn to again and again.

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Product Details

• Hardcover: 288 pages
• Publisher: Bloomberg Press (September 22, 2004)
• Language: English
• ISBN-10: 1576601560
• ISBN-13: 978-1576601563
• Product Dimensions: 9.3 x 7.8 x 1.1 inches
• Shipping Weight: 1.6 pounds (View shipping rates and policies)
• Average Customer Review: 3.0 out of 5 stars See all reviews (4 customer reviews)
• Amazon.com Sales Rank: #532,253 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

9 of 9 people found the following review helpful:

2.0 out of 5 stars For the novice independent sales professional, September 15, 2005

By	A. Dwivedi "marketing, innovation, project ma... (Edmonton, Alberta Canada) - See all my reviews (REAL NAME)

Summary: This book provides a very generalized overview of 1) how to prepare a marketing plan, and 2) a variety of marketing tactics from advertising to sponsorship, the internet and sales strategies.

Review: For the independent financial services sales rep that has very little background in marketing or sales this book may be useful. However, the book does not provide anything of value to a financial services firm of any size or any professional marketers. The book is not bad, but in my opinion (marketer working in financial services, 10+ years experience) it is really only of value to a novice independent sales professional who needs assistance with planning their own personal marketing activities. In fact, if I could make a recommendation to the authors it would be that the next version of the book should focus very specifically on just that.

8 of 8 people found the following review helpful:

4.0 out of 5 stars Insightful!, December 21, 2004

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)

No one claims that marketing any service is easy, but marketing financial services is especially difficult. Today, you can buy financial products - mutual funds, insurance, banking services, mortgages, credit cards - through a variety of channels and providers, often at a discount. This creates a challenge for financial marketers, who tend to rely on proven time-tested marketing techniques from other industries that are not always effective for financial products. Here, consultants Evelyn Ehrlich and Duke Fanelli present marketing basics in a financial services context. Their best material comes from short case studies or vignettes from real financial services companies. Readers may wish there were more of these since much of the marketing content is not new. This is a good basic book for newcomers to marketing in the financial services industry, but veterans will find it less valuable. We recommend it to novice marketers or to those working in financial service firms' non-marketing areas (such as operations, shareholder services or sales) who want a marketing briefing.

3 of 3 people found the following review helpful:

5.0 out of 5 stars Gail Fox, Marketing and Research Consultant, November 28, 2004

By	Gail Fox "Research and Marketing Consultant" (NYC) - See all my reviews (REAL NAME)

An academic presentation in terms of thoroughness and professionalism-yet a "good read".
The appendix of "The Financial Services Marketing Handbook"
entitled Applying Marketing Principles to Sales Practice is a detailed Handbook and a MUST READ.