The Financial Services Marketing Handbook: Tactics and Techniques that Produce Results

Rating:
Summary: Gail Fox, Marketing and Research Consultant
Review: An academic presentation in terms of thoroughness and professionalism-yet a "good read".
The appendix of "The Financial Services Marketing Handbook"
entitled Applying Marketing Principles to Sales Practice is a detailed Handbook and a MUST READ.

Rating:
Summary: Insightful!
Review: No one claims that marketing any service is easy, but marketing financial services is especially difficult. Today, you can buy financial products - mutual funds, insurance, banking services, mortgages, credit cards - through a variety of channels and providers, often at a discount. This creates a challenge for financial marketers, who tend to rely on proven time-tested marketing techniques from other industries that are not always effective for financial products. Here, consultants Evelyn Ehrlich and Duke Fanelli present marketing basics in a financial services context. Their best material comes from short case studies or vignettes from real financial services companies. Readers may wish there were more of these since much of the marketing content is not new. This is a good basic book for newcomers to marketing in the financial services industry, but veterans will find it less valuable. We recommend it to novice marketers or to those working in financial service firms' non-marketing areas (such as operations, shareholder services or sales) who want a marketing briefing.