| 000 | 07376cam a2200997 a 4500 | ||
|---|---|---|---|
| 001 | ocn794770302 | ||
| 003 | OCoLC | ||
| 005 | 20240523125534.0 | ||
| 006 | m o d | ||
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| 008 | 120515s2012 njua ob 001 0 eng d | ||
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_a467839BF-2A54-4A09-BDE6-FFFC7C3786CF _bOverDrive, Inc. _nhttp://www.overdrive.com |
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| 043 | _an-us--- | ||
| 050 | 4 |
_aHG181 _b.E38 2012 |
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| 082 | 0 | 4 |
_a332.1068/8 _223 |
| 084 |
_aBUS050020 _2bisacsh |
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| 049 | _aMAIN | ||
| 100 | 1 |
_aEhrlich, Evelyn, _d1950- _1https://id.oclc.org/worldcat/entity/E39PCjFP8d7RtWxTxrFdcjqD9C |
|
| 245 | 1 | 4 |
_aThe financial services marketing handbook : _btactics and techniques that produce results / _cEvelyn Ehrlich and Duke Fanelli. |
| 250 | _a2nd ed. | ||
| 260 |
_aHoboken, N.J. : _bBloomberg Press, _c�2012. |
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| 300 | _a1 online resource | ||
| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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| 340 |
_gpolychrome. _2rdacc _0http://rdaregistry.info/termList/RDAColourContent/1003 |
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| 347 |
_atext file _2rdaft _0http://rdaregistry.info/termList/fileType/1002 |
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| 490 | 1 | _aBloomberg financial series | |
| 588 | 0 | _aPrint version record. | |
| 500 | _aSeries data from the jacket. | ||
| 504 | _aIncludes bibliographical references and index. | ||
| 520 |
_a"The financial industry is under intense pressure to improve profits, retain high-value clients, and maintain brand equity--without straining budgets. The Financial Services Marketing Handbook, Second Edition gives sales and marketing professionals the information they need to stretch more value from each marketing dollar. The Second Edition includes updated case studies and charts. This new edition looks at important topics in the industry such as: Real time monitoring of conversations (e.g., Twitter and Facebook) and the impact on branding and positioning; New info on landing pages, e-mail success factors; Behavioral economics to psychology of money and budgeting"-- _cProvided by publisher |
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| 505 | 0 | _aThe Financial Services Marketing Handbook: Tactics and Techniques That Produce Results; Contents; Preface; Acknowledgments; Introduction: The Unique Challenges of Marketing Financial Services; Products or Services?; Psychology of Money; Third-Party Relationships; How End Users Select a Financial Services Provider; Legal and Regulatory Constraints; Section One: Strategic Market Planning; Chapter 1: Segmentation; The End of Undifferentiated Markets; Methods of Segmentation; Finding Your Target Segments; Chapter 2: Positioning and Branding; Positioning Strategy and Differentiation | |
| 505 | 8 | _aCreating a Distinctive Brand IdentityChapter 3: The Market Plan; Researching Your Plan; The Elements of the Plan; Section Two: Marketing Tactics; Chapter 4: Advertising; Media Selection; The Role of Your Ad Agency; Creating Effective Creative; Measuring Advertising Effectiveness; Chapter 5: Public Relations; Third-Party Endorsement; The Tools of Public Relations; Media Relations; Public Relations for Every Budget; Measurement; Chapter 6: Sponsorship and Event Marketing; What Is the Value of Sponsorships?; Cause Marketing; Activating a Sponsorship Program | |
| 505 | 8 | _aMeasuring the Effectiveness of SponsorshipChapter 7: Interactive Marketing; Techniques and Goals of Direct Methods; E-mail Marketing Considerations; Improving Response Rates; Mobile Marketing; Chapter 8: Social Media Marketing; Social Media Concerns; Effective Social Media Engagement; Social Networks as Marketing Channels; Chapter 9: Personal Selling; Traditional Relationships between Sales and Marketing; Bottom-Up Marketing; Changes in the Sales Distribution Model; Marketing Support Across the Sales Cycle; Chapter 10: Trade Shows and Seminars; Trade Shows; Seminars | |
| 505 | 8 | _aChapter 11: Relationship MarketingWhy Customer Retention Matters; Methods of Relationship Building; Loyalty Programs; Conclusion; Appendix: Applying Marketing Principles to Sales Practice; Building Your Plan; Practice Examples; About the Authors; Index | |
| 590 |
_aJohn Wiley and Sons _bWiley Online Library: Complete oBooks |
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| 650 | 0 |
_aFinancial services industry _zUnited States _xMarketing. |
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| 650 | 0 |
_aFinancial planners _xMarketing. |
|
| 650 | 0 | _aCustomer relations. | |
| 650 | 0 |
_aFinancial services industry _xComputer network resources. |
|
| 650 | 6 |
_aPlanification financi�ere personnelle _xMarketing. |
|
| 650 | 7 |
_aCustomer relations _2fast |
|
| 650 | 7 |
_aFinancial planners _xMarketing _2fast |
|
| 650 | 7 |
_aFinancial services industry _xComputer network resources _2fast |
|
| 650 | 7 |
_aFinancial services industry _xMarketing _2fast |
|
| 651 | 7 |
_aUnited States _2fast _1https://id.oclc.org/worldcat/entity/E39PBJtxgQXMWqmjMjjwXRHgrq |
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| 655 | 7 |
_adissertations. _2aat |
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| 655 | 7 |
_aAcademic theses _2fast |
|
| 655 | 7 |
_aAcademic theses. _2lcgft |
|
| 655 | 7 |
_aTh�eses et �ecrits acad�emiques. _2rvmgf |
|
| 700 | 1 |
_aFanelli, Duke, _d1954- _1https://id.oclc.org/worldcat/entity/E39PCjCChgRv4fkT8Y3YkxhMbm |
|
| 776 | 0 | 8 |
_iPrint version: _z9781118065716 _z1118065719 _w(DLC) 2011041422 |
| 830 | 0 | _aBloomberg financial series. | |
| 856 | 4 | 0 | _uhttps://onlinelibrary.wiley.com/doi/book/10.1002/9781118531716 |
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