The financial industry is under constant pressure to improve profits, attract and retain high-value clients, and maintain brand equity. The Financial Services Marketing Handbook 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 marketing initiatives that failed.

These case studies are integrated into a review of the keystones of marketing strategy—segmentation, positioning, branding, situational analysis, and tactical planning—all leading to a step-by-step overview on constructing a market plan. A chapter is devoted to each of the specific tools of the marketer, from advertising, public relations, personal selling, and sponsorships, to the Internet, event marketing, customer relationship management, and much more.

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.

Le Score:

Vous aurez remarqué que la fiche de chaque livre contient un nombre baptisé SCORE.

De quoi s'agit-il?

Il s'agit d'une évaluation communautaire de chaque livre calculée sur une échelle de 0 à 100.

Cette évaluation repose sur une agrégation de diverses quantités qui reflètent la vie de chaque livre au sein de la communauté ScholarVox. Cette vie s'exprime en fréquence de lecture, nombre d'étagères publiques, privées, professorales dans lesquelles le livre est présent.

Un calcul "propriétaire" mélangeant ces quantités vous restitue sous la forme synthétique d'un Score l'intelligence collective incorporée dans chaque livre. Ce Score n'est pas une note scolaire, c'est bien plus un indicateur de l'aura collective du livre.

Car, pour paraphraser Robert Parker, expert ès-notation des vins, " ...there can never be any substitute for your own reading palate nor any better education than reading the book yourself."