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- Product code: 22091
- ISBN: 0566085542,
ISBN13: 9780566085543,
200 pages, hardback
Published by Gower Publishing on 2005
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Description of Marketing Planning for Financial Services |
The growth and diversification of the financial services market has led to an explosion in competition for customers and of new products of all kinds. Marketing Planning for Financial Services is a sourcebook and checklist against which product managers in the financial services industry can build and validate their marketing plans. The book illustrates the whole range of marketing techniques and puts each into its context within the financial services market. Roy Stephenson's book covers the marketing process, from preliminary market study right through to product management and customer relationship building. A 'must' for practising product managers in banks, building societies, insurance companies, in fact the whole consumer and business-to-business financial services sector.
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Reviews"Perhaps most impressive about the book is that it covers critical areas of business rarely addressed in text and often glossed over in practice - navigating the political waters of Management to gain support for a program and how to evaluate program performance post-launch. "Marketing Planning for Financial Services" is about to become required reading for my next staff meeting!"
- Jonathan C. Marcus, Vice President, Global Co-Branding, MasterCard International Purchase, New York, USA
"An excellent survey of the principal marketing issues affecting financial services companies. It also provides a valuable guide to the grey area between product design and product launch. A highly accessible and practical guide for anyone involved in the design, business case assessment and launch of financial products."
- Mr Bill Jones, Managing Director, Travellers Cheques Associates Ltd, American Express, London, UK
"Marketing Planning for Financial Services is centered on real world examples and practical experience, not textbook theory. It's chock full of insightful nuggets that can only come from a seasoned financial services practitioner who is an engaging writer, too. More than a handbook for marketing types, this is a true "must read" for any aspiring manager. Drawing on extensive, first-hand industry experience - from commissioned salesman to corporate executive - he brings a down-to earth freshness and clarity to potentially complex concepts. Marketing Planning for Financial Services doesn't stop with great ideas on developing products. It then shows how to sell your concepts internally, and how to successfully manage the most difficult part: implementation. It's the rare book that both teaches and inspires."
- Frank J. Kelly, Adjunct Professor, Florida International University, USA
| Contents of Marketing Planning for Financial Services |
Preface
Acknowledgements
Getting started
Defining the product
Defining the customer
Sizing the market
Pricing the product
Assessing business performance
Communication and distribution
Getting management approval
From feasibility study to business plan
The launch
Product management post-launch
Index
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About Roy Stephenson |
Roy Stephenson has been an independent consultant specialising in strategic planning and marketing since 1990. Earlier in his career he was VP and general manager for the AMEX corporate credit card and Head of Corporate Marketing for Diners Club UK.
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