Marketing institutional money management services

About this book

Marketing Institutional Money Management Services provides money managers with all the information they need to understand and fulfill the needs of plan sponsors and corporate treasurers. Written in a sophisticated and colorful style, author Philip Halpern provides a fascinating insider's view of the institutional investment industry. He reveals the questions to ask, and the way to communicate effectively with the plan sponsor community. Most important, he shows money managers how to develop and implement a targeted, ongoing marketing plan that will attract new clients while keeping existing clients satisfied. The success of any money management firm depends heavily on its understanding of clients' needs and expectations. This first-of-its-kind guide shows how to uncover these needs, tailor an effective marketing strategy to address them, and build a more viable, customer-focused firm in the process.