MARC record from Internet Archive

LEADER: 07070cam 22008054a 4500
001 ocm59032963
003 OCoLC
005 20190102222937.0
008 050417s2004 njua ob 001 0 eng d
006 m o d
007 cr cnu|unuuu||
010 $a 2004009637
040 $aN$T$beng$epn$cN$T$dOCL$dOCLCQ$dYDXCP$dOCLCQ$dB24X7$dOCLCQ$dOCLCO$dOCLCQ$dEBLCP$dTEF$dNRU$dOCLCF$dOCLCO$dOCLCQ$dPIFBR$dX#7$dK6U$dOCLCQ$dWY@$dLUE$dTOF
019 $a60583076$a992059577$a1013778905
020 $a1417552557$q(electronic bk.)
020 $a9781417552559$q(electronic bk.)
020 $a1576601986$q(electronic bk. ;$qAdobe Reader)
020 $a9781576601983$q(electronic bk. ;$qAdobe Reader)
020 $a1576601560
020 $a9781576601563
035 $a(OCoLC)59032963$z(OCoLC)60583076$z(OCoLC)992059577$z(OCoLC)1013778905
037 $aEBL224999$beBook Library$nhttp://www.eblib.com
043 $an-us---
050 4 $aHG181$b.E38 2004eb
072 7 $aBUS$x004000$2bisacsh
082 04 $a332.1/068/8$222
084 $a85.40$2bcl
100 1 $aEhrlich, Evelyn,$d1950-
245 14 $aThe financial services marketing handbook :$btactics and techniques that produce results /$cEvelyn Ehrlich and Duke Fanelli.
250 $a1st ed.
260 $aPrinceton, NJ :$bBloomberg Press,$c2004.
300 $a1 online resource (xii, 262 pages) :$billustrations
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
504 $aIncludes bibliographical references and index.
505 0 $aSegmentation. Learning from the consumer side. Methods of segmentation. Choosing target segments. Objective methods of segmentation. Segmentation by psychographic clusters. Customer value segmentation. Finding your target segments. Identifying current market segments -- Positioning and branding. Positioning. Determining one's positioning strategy. Branding. Creating a brand image. "Borrowing" a brand image. Supporting a brand. Repositioning and rebranding -- The market plan. Types of marketing plans. Researching your plan. Quantitative market research. Qualitative research. The elements of the plan. The SWOT analysis. Competitive analysis. Marketing objectives. Implementation. Implementation tactics. Choosing tactics. Metrics to track and measure success -- Media advertising. Media selection. Print advertising. Print buying decisions. Advertising effectiveness. Creating effective creative. Legal and regulatory considerations. Field advertising and co-op programs -- Public relations. Third party endorsement. The tools of PR. PR for every budget. Getting press coverage. Dealing with bad press -- Sponsorship and event marketing. What is the value of sponsorships? Cause marketing. Activating a sponsorship program. Planning to maximize sponsorship value. Measuring the effectiveness of sponsorship -- Direct marketing. Goals of direct methods. Personalization. Finding the best lists. Factors affecting direct mail response. Getting past the gatekeeper. Dimensionals, premiums, and other gimmicks. Costs. Elements of the package. Telemarketing. Regulations affecting direct marketers -- The internet. The internet as one channel among many. The internet as a marketing tool. Improving web site usability. Website content. Company information. Educational information. Customer service. Sales support. Transactions. Relationship-based marketing. Customer acquisition. Advertising on the web -- Personal selling. Traditional relationships between sales and marketing. "Bottom-up" marketing. Third-party sales. High-net worth sales. Institutional sales. Changes in the sales distribution model. How sales can help marketing help sales -- Trade shows and seminars. Trade shows. Breaking through booth clutter. Lead follow-up. Measuring results. Seminars. Planning. Marketing the seminar. During the seminar. The presentation. Follow-up : the key to success. Measuring results -- Relationship marketing. Why customer retention matters. Methods of relationship building. Formal loyalty programs. Client publications.
588 0 $aPrint version record.
520 $aThe financial industry is under constant pressure to improve profits, attract and retain high-value clients, and maintain brand equity. This book gives marketing and sales professionals the information they need to produce maximum value from each marketing dollar. 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 mark.
650 0 $aFinancial services industry$zUnited States$xMarketing.
650 0 $aFinancial planners$xMarketing.
650 0 $aCustomer relations.
650 0 $aFinancial services industry$xComputer network resources.
650 7 $aBUSINESS & ECONOMICS$xBanks & Banking.$2bisacsh
650 7 $aCustomer relations.$2fast$0(OCoLC)fst00885533
650 7 $aFinancial planners$xMarketing.$2fast$0(OCoLC)fst00924727
650 7 $aFinancial services industry$xComputer network resources.$2fast$0(OCoLC)fst00924742
650 7 $aFinancial services industry$xMarketing.$2fast$0(OCoLC)fst00924765
651 7 $aUnited States.$2fast$0(OCoLC)fst01204155
650 17 $aFinancie le instellingen.$2gtt
650 17 $aMarketing.$2gtt
650 17 $aKlantgerichtheid.$2gtt
655 4 $aElectronic books.
700 1 $aFanelli, Duke,$d1954-
776 08 $iPrint version:$aEhrlich, Evelyn, 1950-$tFinancial services marketing handbook.$b1st ed.$dPrinceton, NJ : Bloomberg Press, 2004$z1576601560$w(DLC) 2004009637$w(OCoLC)55055178
856 40 $3Books24x7$uhttp://www.books24x7.com/marc.asp?bookid=8033
856 40 $3EBSCOhost$uhttp://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=121513
856 41 $3Table of contents$uhttp://catdir.loc.gov/catdir/toc/ecip0417/2004009637.html
856 42 $3Publisher description$uhttp://catdir.loc.gov/catdir/enhancements/fy0715/2004009637-d.html
856 40 $uhttp://belhaven.idm.oclc.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=121513$3Click for E-book
856 40 $uhttps://login.lacollegelibrary.idm.oclc.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=121513
856 40 $3NetLibrary$uhttps://elib.southwest.tn.edu:3443/login?url=http://www.netlibrary.com/urlapi.asp?action=summary&v=1&bookid=121513$zAn electronic book accessible through the World Wide Web; click for information
938 $aBooks 24x7$bB247$nbkf00000418
938 $aEBL - Ebook Library$bEBLB$nEBL224999
938 $aEBSCOhost$bEBSC$n121513
938 $aYBP Library Services$bYANK$n2352500
938 $aYBP Library Services$bYANK$n2625737
029 1 $aNZ1$b9703915
994 $aZ0$bP4A
948 $hNO HOLDINGS IN P4A - 555 OTHER HOLDINGS