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 significanly 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.