Bringing Financial Services Marketing into the Twenty-First Century

Marketing is both an art and a science. It is an ever-evolving discipline that embraces a wide variety of concepts, guidelines, approaches and ideas. An effective financial marketing campaign results from the proper execution and balance of a variety of disparate elements. Successful marketers are those who continually explore the wealth of marketing variables—together with their possible combinations and permutations—to develop applications and innovations that can make a meaningful contribution to corporate success.

The Professional's Guide to Financial Services Marketing discusses a broad spectrum of financial services marketing topics—in bite sized pieces. It also offers examples of how the application of various approaches and concepts can help financial services firms improve marketing reach and effectiveness.

This book is equally applicable to a small representative office and to executives of large financial services companies. Its focus on the financial sector enables the reader to gain a better understanding of both the breadth of marketing issues that financial services marketers face and the nuances that can have an enormous impact on the success of financial marketing campaigns. However, it is not just for those who wear a marketing title. It's written for those who are involved with financial services marketing in any way and willing to reflect on how sharpening different aspects of that marketing can help their organization.

The Professional's Guide to Financial Services Marketing is not a "how-to" manual, but rather a compendium of practical information, examples and tips that will serve as thought provokers and provide financial services marketers with the ideas and insights that will enable them to improve their own marketing approaches and achieve ambitious marketing goals.