Lien ebook : http://ezproxy.univ-catholille.fr/login?url=https://www.vleb...

eISBN : 9781118222409

Sommaire : 1.Contents
2.Preface
3.Acknowledgments

4.Introduction : The Unique Challenges of Marketing Financial Services
Products or Services?
Psychology of Money
Third-Party Relationships
How End Users Select a Financial Services Provider
Legal and Regulatory Constraints

5.Strategic market planning
Segmentation
Positioning and Branding
The Market Plan

6.Marketing tactics
Advertising
Public Relations
Sponsorship and Event Marketing
Interactive Marketing
Social Media Marketing
Personal Selling
Trade Shows and Seminars
Relationship Marketing

7.Conclusion

8.Appendix: Applying Marketing Principles to Sales Practice
Building Your Plan
Practice Examples

9.About the Authors
10.Index

Langue : Anglais

Edition : 2ème

Illustration(s) : Graphique(s)

Localisation : Bibliothèque Campus de Nice

Support : Numérique

Etat : Présent

Propriétaire : Bibliothèque