A must-read for anyone responsible for sales or marketing at a

• Full service securities firm
• Independent broker/dealer
• RIA firm
• Mutual fund company
• Insurance/annuity provider
• National or regional bank
• Third-party platform

Instructors:
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If You're Looking for Financial Marketing Ideas, This Book Is for You!

With unprecedented speed and ferocity, the financial services industry entered a new era in 2008. Transformational events reshaped the industry and created a new reality. Never has there been a greater need for the influence of marketing to help a firm carve out its future. For those that sell financial products and services, now is the time to make innovative marketing an important part of their business mix.

To achieve marketing success in this new environment, financial services marketing practitioners must discard convention and seek out the most effective ways to increase productivity and penetrate their target markets.

The Professional's Guide to Financial Services Marketing is directed to financial professionals looking for better ways to create the relevant marketplace differentiation and competitive advantage that will enable them to acquire and retain satisfied customers and increase productivity and profitability. It offers a different perspective on some basic marketing approaches and explores marketing concepts that are often overlooked by financial services practitioners.

Whatever your segment of the financial service industry, whatever the size of your firm, this book offers strategic and tactical insights that can help you cost-effectively achieve better marketing results and greater profitability. After all, when you're doing it right—good marketing pays, it doesn't cost!