English
The Financial Services Marketing Handbook : Tactics and Techniques that Produce Results.
Appartenance & droits
2004
262
1576601560
124.62-EHRLI
BANQUE SECTEUR ; MARKETING DES SERVICES ; CONSOMMATEUR ; RELATIONS PUBLIQUES ; PLAN MARKETING ; SPONSORING ; MARKETING DIRECT ; TIC ; SEGMENTATION ; BANQUE SECTEUR
| N° | Cote | Code barre | Commentaire | |
|---|---|---|---|---|
| 1 | Réserve – Ask a librarian [disponible] |
Sommaire : 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.
Langue : Anglais
Illustration(s) : Graphique(s)
Localisation : Bibliothèque Campus de Nice
Support : Papier
Etat : Présent
Propriétaire : Bibliothèque