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The Financial Services, including banking and non-banking services are the fastest growing sectors with significant potential of growth in emerging countries. As a result, Financial Services Marketing has generated lot of interest among academicians and practioners. The book is a comprehensive guide for students of Financial Services Marketing. The first edition offers comprehensive inputs with latest updates, providing wide range of global practices, case studies and well developed pedagogical features. Author Dhananjay Bapat presents substantive ways to apply marketing practices to the financial services industry. The book aims to share practical, relevant and effective way of marketing of financial services and is divided into 20 chapters covering major topics such as overview of financial services marketing, marketing environment, market planning, market segmentation, positioning, marketing mix, marketing for various segments, marketing at branches, customer relationship management, customer service and marketing of financial services to bottom of pyramid. ISBN - 9789351191001
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Pages : 360
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