Event-driven trust marketing. (Trust Marketing Resource): An article from: Bank Marketing
Book Details
Author(s)Jay E. Harker
PublisherBank Marketing Assn.
ISBN / ASINB00092SPA6
ISBN-13978B00092SPA3
AvailabilityAvailable for download now
Sales Rank10,860,886
MarketplaceUnited States 🇺🇸
Description
This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on August 1, 1993. The length of the article is 1441 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
From the supplier: Certain life events usually compel individuals to seek professional asset-management advice. These situations may include the death of a spouse, early retirement, lawsuit awards, lotteries and inheritances, corporate mergers and divorce settlements. Trust marketers are finding that such event-driven investment management consultation is increasing. As opportunities grow, trust marketers should adjust their marketing plan and strategies accordingly. Traditional direct-marketing approaches may not be successful in reaching out to these individuals. One of the alternative marketing strategies is to home in on such likely intermediaries as retail and private bankers, attorneys and accountants as sources of referrals. A second strategy is usage of advertising and public relations such that the institution's name is recalled by individuals in times of these life events. The last approach is the adoption of what is called as life-cycle marketing.
Citation Details
Title: Event-driven trust marketing. (Trust Marketing Resource)
Author: Jay E. Harker
Publication:Bank Marketing (Magazine/Journal)
Date: August 1, 1993
Publisher: Bank Marketing Assn.
Volume: v25 Issue: n8 Page: p41(2)
Distributed by Thomson Gale
From the supplier: Certain life events usually compel individuals to seek professional asset-management advice. These situations may include the death of a spouse, early retirement, lawsuit awards, lotteries and inheritances, corporate mergers and divorce settlements. Trust marketers are finding that such event-driven investment management consultation is increasing. As opportunities grow, trust marketers should adjust their marketing plan and strategies accordingly. Traditional direct-marketing approaches may not be successful in reaching out to these individuals. One of the alternative marketing strategies is to home in on such likely intermediaries as retail and private bankers, attorneys and accountants as sources of referrals. A second strategy is usage of advertising and public relations such that the institution's name is recalled by individuals in times of these life events. The last approach is the adoption of what is called as life-cycle marketing.
Citation Details
Title: Event-driven trust marketing. (Trust Marketing Resource)
Author: Jay E. Harker
Publication:Bank Marketing (Magazine/Journal)
Date: August 1, 1993
Publisher: Bank Marketing Assn.
Volume: v25 Issue: n8 Page: p41(2)
Distributed by Thomson Gale
