“In financial services marketing, Jay Nagdeman is the expert. He has helped scores of leading financial firms reach and then exceed their goals. And now he has assembled his insights in The Professional’s Guide to Financial Services Marketing―a must-read for any executive with bottom-line responsibility at an asset management company, insurer or securities firm. This volume is destined to become a permanent reference tool for the industry.” ―Evan Cooper, Senior Managing Editor, InvestmentNews
“Jay Nagdeman is one of the financial industry’s most innovative marketing minds. The time I spent reading The Professional’s Guide to Financial Services Marketing was well rewarded with fresh insights that I look forward to successfully employing. His bite-sized approach makes this cornucopia of marketing concepts and ideas not only digestible, but an absolute pleasure to read. I highly recommend this book to anyone interested in discovering both what is new and what is timelessly true in financial services marketing.” ―Gil Weinreich, Editor, Research magazine
“Owning this book provides you with 24/7 access to some of the industry’s most successful and innovative marketing thinking. It contains illustrations and vignettes taken from real-life marketing successes and failures. It also provides ideas that could help you turn successful consumer product marketing techniques into customized financial product marketing approaches. It can serve as a mentor, a resource, a reference tool or simply a compelling look at some often overlooked and misunderstood marketing approaches.” ―Ken Dolan, Chairman, The Dolan Group of Companies
Traditionally, the financial services industry has considered marketing more like an expense than a critical part of the business mix. By failing to embrace innovative marketing techniques, financial services organizations and their representatives have forgone billions of dollars in potential profits.
As the financial industry experiences rapid, unprecedented change and reorganization, the need for smart, affordable ways to attract new clients is greater than ever. Now is the time for financial services marketers to go beyond conventional approaches and seek out more effective ways to increase marketplace productivity. It’s time to take a new look at basic market elements, approaches and programs that are underutilized by financial services marketers. It’s also time to identify successful consumer marketing techniques that can be adapted specifically for financial products and services.
The Professional’s Guide to Financial Services Marketing offers a compendium of practical information, smart ideas and thought-provoking tips that provide a fresh perspective on the marketing issues that have real impact on the success of any financial services business from a small insurance agency, RIA or brokerage firm to a diversified global product or service provider.
Though much has been written about new marketing practices, very little of it has specifically addressed the special needs of the financial services industry. The Professional’s Guide to Financial Services Marketing fills this gap. It recognizes that financial marketers must work within regulatory constraints to sell intangible products that significantly impact the lives of their customers. Each chapter explores a different marketing concept, technique or approach, and provides ideas that can help financial services marketing practitioners meet the challenge of today’s hyper-competitive, continually evolving marketplace.
From the Back Cover
Traditionally, the financial services industry has considered marketing more like an expense than a critical part of the business mix. By failing to embrace innovative marketing techniques, financial services organizations and their representatives have forgone billions of dollars in potential profits.
As the financial industry experiences rapid, unprecedented change and reorganization, the need for smart, affordable ways to attract new clients is greater than ever. Now is the time for financial services marketers to go beyond conventional approaches and seek out more effective ways to increase marketplace productivity. It’s time to take a new look at basic market elements, approaches and programs that are underutilized by financial services marketers. It’s also time to identify successful consumer marketing techniques that can be adapted specifically for financial products and services.
The Professional’s Guide to Financial Services Marketing offers a compendium of practical information, smart ideas and thought-provoking tips that provide a fresh perspective on the marketing issues that have real impact on the success of any financial services business–from a small insurance agency, RIA or brokerage firm to a diversified global product or service provider.
Though much has been written about new marketing practices, very little of it has specifically addressed the special needs of the financial services industry. The Professional’s Guide to Financial Services Marketing fills this gap. It recognizes that financial marketers must work within regulatory constraints to sell intangible products that significantly impact the lives of their customers. Each chapter explores a different marketing concept, technique or approach, and provides ideas that can help financial services marketing practitioners meet the challenge of today’s hyper-competitive, continually evolving marketplace.
About the Author
JAY NAGDEMAN is President of Suasion Resources, Inc., a specialized organization that provides marketing consulting services exclusively to clients in the financial services industry. Mr. Nagdeman has held successive positions as director of investment research, director of investment management and director of marketing for major investment organizations. For many years, he was a contributing editor to Barron’s. For more information, visit www.financialservicesmarketingbook.com
Wow! eBook
