Financial Services Marketing

The Financial Services Marketing Handbook

Financial professionals realize that today, with money tight financial services marketing and customers skeptical, they need to become much better informed about how to create an image, sell themselves, financial services marketing 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 financial services marketing and requirements inherent in marketing money are unique, numerous, financial services marketing and onerous. The Financial Services Marketing Handbook gives financial professionals invaluable information on how to target, win, financial services marketing and retain profitable customers. It provides an overview of the basic marketing functions—segmentation, positioning, brand building, situational analyses, financial services marketing and tactical planning—as they relate specifically to the financial services industry. By citing case studies from companies including Capital One, Schwab, financial services marketing and Vanguard that show what has worked and, more tellingly, what hasn't, it demonstrates how marketers can effectively utilize tools ranging from advertising financial services marketing and public relations to direct mail financial services marketing and the Internet. It's a handbook readers will turn to again financial services marketing and again. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.
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The Dollarization Discipline

How companies turn value-added into real profits The Dollarization Discipline shows organizations financial services marketing and marketers how to effectively communicate the economic value created by their products financial services marketing and services. Too often, when companies compete using conventional sales financial services marketing and marketing approaches, they force customers to make financial decisions (how much to spend), based on non-financial arguments (product features financial services marketing and benefits). On this playing field, the company that can show true financial advantage in real dollars financial services marketing and cents wins every time. This book offers a step-by-step strategy for doing just that. Every day, good companies suffer because they create value for customers but aren`t able to keep their fair share. This is because most marketers can`t fully explain the value customers get from their products, financial services marketing and the argument falls to the lowest common denominator-price. The solution is an approach to sales financial services marketing and marketing that goes beyond articulating features financial services marketing and benefits, but calculates the monetary value a customer receives from a product or service. This enables the seller to price the product as a true reflection of its value-and also let`s the seller prove it to the customer! With real case studies financial services marketing and detailed, step-by-step guidance on effective dollarization, The Dollarization Discipline finally offers a practical, straightforward way for marketers financial services marketing and business leaders to prove the value of their value-added. Jeffrey J. Fox (Gilford, New Hampshire) is the founder financial services marketing and President of Fox & Company, Inc., a marketing consulting firm. Fox is also the author of the bestsellers How to Become a CEO, How to Become a Rainmaker, financial services marketing and How to Become a Great Boss. Richard C. Gregory (Farmington, Connecticut) is a Senior Consultant with Fox & Company. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.
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financialservicesmarketing

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