Financial advisors face difficult challenges given the global economic and financial crisis. Yet advisors can not only survive the downturn but also thrive during it according to the authors of a new book Marketing for Financial Advisors: Build Your Business Bring in Clients and Establish Your Brand. Indeed Wharton marketing professors Eric T. Bradlow and Patti Williams and Keith Niedermeier director of Wharton’s undergraduate marketing program suggest that the struggling economy provides an opportunity to ”attack” and gain market share. In an interview with Knowledge at Wharton the three authors discuss how financial advisors can build their business -- even in a down economy -- by adopting data-driven and niche marketing principles.
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Knowledge at Wharton