The Financial Services Marketing Handbook
Subtitle: Tactics and Techniques that Produce Results
Publisher: Bloomberg Press
Published: September 22, 2004
Language: eng
Format: Hardcover
Number of pages: 288
ISBN-13: 9781576601563
Subjects: Banking; United States; Finance; Business/Economics; Business & Economics; Business / Economics / Finance; Marketing - General; Marketing; Financial planners; Development - Business Development; Business & Investing / Marketing; Business & Economics / Marketing / General; Business & Economics/Development - Business Development; Customer relations; Financial services industry
First sentence: The science of marketing is built on fact-based researched, sophisticated statistical methods, the testing of hypotheses, and the analysis of results.
Description: "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." "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."--BOOK JACKET.