The financial services marketing handbook tactics and techniques that produce results
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| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Princeton, NJ
Bloomberg Press
2004
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| Ausgabe: | 1st edition |
| Schlagworte: | |
| Online-Zugang: | Volltext |
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| Beschreibung: | Includes bibliographical references and index Segmentation. Learning from the consumer side. Methods of segmentation. Choosing target segments. Objective methods of segmentation. Segmentation by psychographic clusters. Customer value segmentation. Finding your target segments. Identifying current market segments -- Positioning and branding. Positioning. Determining one's positioning strategy. Branding. Creating a brand image. "Borrowing" a brand image. Supporting a brand. Repositioning and rebranding -- The market plan. Types of marketing plans. Researching your plan. Quantitative market research. Qualitative research. The elements of the plan. The SWOT analysis. Competitive analysis. Marketing objectives. Implementation. Implementation tactics. Choosing tactics. Metrics to track and measure success -- Media advertising. Media selection. Print advertising. Print buying decisions. Advertising effectiveness. Creating effective creative. Legal and regulatory considerations. Field advertising and co-op programs -- Public relations. |
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| Beschreibung: | 1 Online-Ressource (xii, 262 Seiten) Illustrationen 25 cm |
| ISBN: | 1417552557 |