The professional's guide to financial services marketing: bite-sized insights for creating effective approaches

The Professional's Guide to Financial Services Marketing is based on the belief that financial services professionals of all typese.g. insurance agents, financial advisors, mortgage brokersand financial organizationse.g. broker/dealers, banks, investment managers and mutual funds and their representativescan learn some valuable and powerful lessons from their counterparts who are selling consumer products. At the same time, however, it recognizes that there are important distinctions between the two sectors. Financial marketing must adhereto strict regulatory guidelines and, most importantly, all financial marketers must realize that, above all else, they are not selling a company, a productor a servicethey are selling TRUST. The book teaches readers how to familiarize themselves with the valuable marketing approaches of the consumer market, adapt those tactics that will work for them, and then develop their own differentiated strategies. The Professional's Guide to Financial Services Marketing is directed to financial professionals looking for better ways to create relevant marketplace differentiation, acquire and retain satisfied customers, and increase profitability.

• ISBN: 978-0-470-41079-0
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 288
• Fecha Publicación: 05/06/2009
• Nº Volúmenes: 1
• Idioma: Inglés