New York Bankers Association

Marketing Financial Services, 2009

ABA Textbook

Marketing Financial Services provides a thorough immersion in marketing concepts and activities related to the special requirements of the marketing of financial services.  It is a how-to guide that takes a marketer from the basic understanding of marketing through the steps necessary to integrate and grow marketing within a bank’s organizational structure.  The text is heavy on examples and provides clear explanations of such vital topics as marketing research and marketing information systems, developing situation analyses, segmenting markets, evaluating the return on investment for marketing, and creating and implementing promotion strategies, complying with laws and regulations, and much, much more. 

Marketing Financial Services is excellent for the beginning marketer, seasoned bankers new to marketing, and experienced marketers new to banking.  The book stays true to basic marketing concepts, yet positions itself firmly as a resource tool specifically for bank marketers.

You can view a PDF of the table of contents here.

Marketing Financial Services supports the ABA Online course – Marketing Financial Services – and may be used to teach Marketing Financial Services in the classroom.

Softbound, 580 pages, 7th Edition, 2009
Catalog #3005302
$75 members; $119 non-members
Publication Order Form

Instructor’s Manual
– CD-ROM(354 pages when printed)
Catalog #3005303

$50 members; $65 non-members
The CDs are created only when ordered, and are not returnable unless defective. 

The New York Bankers Association is a Local ABA Training Provider.

Questions: NYBA Professional Development at (212) 297-1679 or elegg@nyba.com.