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.

Product Details

• Amazon Sales Rank: #370684 in Books
• Published on: 2004-09-22
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 288 pages

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

About the Author
Evelyn Ehrlich, Ph.D. has been president of Ehrlich Creative Communications, Inc., a marketing consulting firm specializing in financial services, since 1982. Her clients have included Merrill Lynch, UBS, JP Morgan Chase, Bear Stearns, the Guardian, New York Life, and Deutsche Bank, among others. She has a Ph.D. from New York University and has taught marketing and communications courses at NYU, Baruch College, and elsewhere. She co-teaches the course Financial Services Marketing at NYU.

Louis A. "Duke" Fanelli has more than twenty-five years of experience in marketing and financial services. He is a vice president for local market development within the Integrated Marketing and Communication Group at AXA Financial, Inc. He spent nearly fifteen years at JP Morgan Chase managing groups supporting the retail distribution network. He has also worked as a journalist and a public relations account executive and co-teaches Financial Services Marketing at NYU.

Customer Reviews

For the novice independent sales professional
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.

Insightful!
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.

Gail Fox, Marketing and Research Consultant
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.