Marketing 101: As Simple as a Chat With a Favorite Business Professor

US Banker, January, 2005 by Matthew de Paula

The Financial Services

Marketing Handbook

By Evelyn Ehrlich and

Louis "Duke" Fanelli Bloomberg Press, 256 pages, $39.95 The Financial Services Marketing Handbook is an ambitious, encyclopedic resource for bank marketers that should prove useful to community bankers and anyone unversed in marketing. It covers a lot of ground and is easy to digest. Experienced marketers can consider it a refresher course.

Authors Evelyn Ehrlich and Louis "Duke" Fanelli teach financial services marketing courses at New York University. Ehrlich is president of marketing consultancy EC Communications, whose clients included Merrill Lynch, JPMorgan Chase, Citibank and New York Life. Fanelli is vp of marketing for AXA Financial and spent 15 years in marketing at JPMorgan...