Marketing of Financial Services

Dr Dhananjay Bapat

Verlag: Wiley India Pvt. Ltd, 2013
ISBN 10: 9351191001 / ISBN 13: 9789351191001
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Beschreibung:

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. Introduction to Financial Services Marketing The Marketing Environment Strategic Marketing Planning Consumer and Organizational Behavior Marketing Research Market Segmentation Marketing Strategy for Financial Services Product Management and New Product Development Pricing Distribution Channels Advertising Sales Function in Financial Services Building, Maintaining and Sustaining the Financial Services Brand Marketing at Branches Marketing of Retail Banking Products Marketing for Corporate Clients Bank Marketing in Rural Areas Customer Service in Banks Financial Services Marketing Organizations Customer Relationship Management Index Printed Pages: 360. Buchnummer des Verkäufers 75189

Bibliografische Details

Titel: Marketing of Financial Services
Verlag: Wiley India Pvt. Ltd
Erscheinungsdatum: 2013
Einband: Softcover
Zustand: New

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