Books The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results Book by Duke Fanelli and Evelyn Ehrlich

"The Financial Services Marketing Handbook: Tactics and Techniques That Produce Results" by Evelyn Ehrlich and Duke Fanelli is a practical guide designed specifically for marketing and sales professionals in the financial services industry. The book addresses the unique challenges faced by financial marketers, including intense competition, client mistrust, evolving technologies, and strict regulatory environments.

It provides a comprehensive framework covering both strategic market planning and tactical execution. Key topics include:

Market segmentation and targeting to find profitable customer niches

Positioning and brand building to differentiate in a crowded market

Developing effective marketing plans based on research and measurable goals

Tactical tools such as advertising, public relations, sponsorships, interactive and social media marketing, and personal selling

Measurement techniques to evaluate marketing effectiveness and ROI

The authors emphasize the importance of moving beyond "seat of the pants" marketing to a disciplined, data-driven approach that maximizes marketing investments while navigating legal constraints and customer psychology. The book includes up-to-date case studies illustrating successes and failures, helping readers apply best practices to improve client acquisition, retention, and profitability.

Overall, this handbook serves as a detailed roadmap for financial services marketers aiming to build strong brands, execute effective campaigns, and thrive in a challenging industry landscape

1 BOOK