Contents : Introduction.
Products or Services?
Financial Services as Products.
Financial Services as Services.
Service Is What It's About.
Marketing Money Is Different.
Psychology of Money.
Third-Party Relationships.
Multiple Sales Channels.
How End Users Select a Financial Services Provider.
Cost Doesn't Matter Very Much.
"Stickiness" of Money Decisions.
Legal and Regulatory Constraints.
Successful Financial Marketing.
Getting the Most from This Book.

Section One: Strategic Market Planning.

1 Segmentation.
2 Positioning and Branding.
3 The Market Plan.

Section Two: Marketing Tactics.

4 Media Advertising.
5 Public Relations.
6 Sponsorship and Event Marketing.
7 Direct Marketing.
8 The Internet.
9 Personal Selling.
10 Trade Shows and Seminars.
11 Relationship Marketing.

Conclusion.

APPENDIX: Applying Marketing Principles to Sales Practice.

Index.

Language : English

Figure(s) : Graphique(s)

Location : Nice Library

Material : Paper

Statement : Présent

Owner : Bibliothèque