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| Introduction | |
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| Products or Services? | |
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| Financial Services as Products | |
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| Financial Services as Services | |
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| Service Is What It's About | |
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| Marketing Money Is Different | |
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| Psychology of Money | |
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| Third-Party Relationships | |
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| Multiple Sales Channels | |
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| How End Users Select a Financial Services Provider | |
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| Cost Doesn't Matter Very Much | |
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| "Stickiness" of Money Decisions | |
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| Legal and Regulatory Constraints | |
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| Successful Financial Marketing | |
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| Getting the Most from This Book | |
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| Strategic Market Planning | |
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| Segmentation | |
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| Learning from the Consumer Side | |
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| Choosing Target Segments | |
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| Methods of Segmentation | |
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| Objective Methods of Segmentation | |
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| Segmentation by Psychographic Clusters | |
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| Customer-Value Segmentation | |
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| Finding Your Target Segments | |
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| Identifying Current Market Segments | |
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| Positioning and Branding | |
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| Positioning | |
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| Determining Positioning Strategy | |
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| Branding | |
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| Creating a Brand Image | |
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| "Borrowing" a Brand Image | |
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| Supporting a Brand Image | |
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| Repositioning and Rebranding | |
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| The Market Plan | |
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| Types of Marketing Plans | |
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| Researching Your Plan | |
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| Quantitative Market Research | |
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| Qualitative Research | |
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| The Elements of the Plan | |
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| The SWOT Analysis | |
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| Competitive Analysis | |
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| Marketing Objectives | |
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| Implementation | |
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| Implementation Tactics | |
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| Choosing Tactics | |
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| Metrics to Track and Measure Success | |
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| Marketing Tactics | |
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| Media Advertising | |
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| Media Selection | |
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| Print Advertising | |
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| Choosing the Right Publication | |
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| More Print Buying Decisions | |
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| Advertising Effectiveness | |
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| Creating Effective Creative | |
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| Legal and Regulatory Considerations | |
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| Field Advertising and Co-op Programs | |
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| Public Relations | |
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| Third-Party Endorsement | |
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| The Tools of Public Relations | |
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| Public Relations for Every Budget | |
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| No Budget | |
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| Small Budget (up to $2,000) | |
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| Bigger Bucks (more than $2,000) | |
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| Getting Press Coverage | |
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| Dealing with Bad Press | |
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| Sponsorship and Event Marketing | |
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| What Is the Value of Sponsorships? | |
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| Cause Marketing | |
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| Activating a Sponsorship Program | |
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| Planning to Maximize Sponsorship Value | |
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| Measuring the Effectiveness of Sponsorship | |
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| Direct Marketing | |
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| Techniques and Goals of Direct Methods | |
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| Personalization | |
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| Finding the Best Lists | |
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| Factors Affecting Direct Mail Response | |
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| Getting Past the Gatekeeper | |
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| Dimensionals, Premiums, and Other Gimmicks | |
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| Costs | |
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| Elements of the Package | |
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| Telemarketing | |
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| Regulations Affecting Direct Marketers | |
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| The Internet | |
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| The Internet as One Channel among Many | |
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| The Internet as a Marketing Tool | |
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| Improving Website Usability | |
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| Website Content | |
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| Company Information | |
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| Educational Information | |
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| Customer Service | |
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| Sales Support | |
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| Transactions | |
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| Relationship-Based Marketing | |
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| Customer Acquisition | |
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| Advertising on the Web | |
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| Personal Selling | |
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| Traditional Relationships between Sales and Marketing | |
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| "Bottom-Up" Marketing | |
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| Third-Party Sales | |
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| High-Net-Worth Sales | |
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| Institutional Sales | |
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| Changes in the Sales Distribution Model | |
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| How Sales Can Help Marketing Help Sales | |
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| Trade Shows and Seminars | |
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| Trade Shows | |
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| Breaking through Booth Clutter | |
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| Following Up Leads | |
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| Measuring Results | |
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| Seminars | |
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| Planning | |
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| Marketing the Seminar | |
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| During the Seminar | |
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| The Presentation | |
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| Follow-up: The Key to Success | |
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| Measuring Results | |
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| Relationship Marketing | |
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| Why Customer Retention Matters | |
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| Methods of Relationship Building | |
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| Formal Loyalty Programs | |
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| Client Publications | |
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| Conclusion | |
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| Appendix: Applying Marketing Principles to Sales Practice | |
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| Index | |