Eric T. Bradlow – författare

To financial advisors who ask, “Who has the time and money for marketing?” the authors have an important piece of advice: Treat your practice like a small business, or you will be put out of business.

In an economy in flux, prospective clients are hesitant to put their financial future in the hands of just anyone. This is where Marketing for Financial Advisors comes in. The definitive marketing book designed specifically for financial advisors, it provides all the basic marketing skills you need to attract high-net-worth clients quicker and in greater numbers than ever. Putting the authors’ proven techniques to use, you can immediately build your client base by:

Establishing brand and reputational awarenessDeveloping a differentiated value propositionCreating a “word-of-mouth” armyUnderstanding your clients’ psychologyFocusing on a niche segment of clientsBuilding a sophisticated marketing campaignWriting an effective marketing planDetermining the ROI of your marketing spend

Faculty members of the Wharton School’s marketing department, the authors base much of their advice on a study of more than 800 financial advisors. Throughout the text, proven marketing approaches are combined with real-world insights from these successful advisors.

Marketing for Financial Advisors opens the door to an entirely new perspective on your business. You will begin to view yourself as an entrepreneur and understand that an investment in marketing is an investment in the future of your business.

Whether you already run a successful financial advisory firm or plan to start one, you must build customer relationships through marketing if you want to survive and profit for years to come. Take your first steps as a small-business entrepreneur using Marketing for Financial Advisors as your guide.

The measurement models employed to score tests have been evolving over the past century from those that focus on the entire test (true score theory) to models that focus on individual test items (item response theory) to models that use small groups of items (testlets) as the fungible unit from which tests are constructed and scored (testlet response theory, or TRT). In this book, the inventors of TRT trace the history of this evolution and explain the character of modern TRT. Written for researchers and professionals in statistics, psychometrics, and educational psychology, the first part offers an accessible introduction to TRT and its applications. The second part presents a comprehensive, self-contained discussion of the model couched within a fully Bayesian framework. Its parameters are estimated using Markov chain Monte Carlo procedures, and the resulting posterior distributions of the parameter estimates yield insights into score stability that were previously unsuspected.