Marketing of Financial Services (BIZTANTRA)
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. Special Features Table of Content · 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
About the Author
Dr. Dhananjay Bapat is an Assistant Professor at the National Institute of Bank Management (NIBM), Pune, India. He conducts executive training programs at the NIBM for national as well as international participants in the areas of Bank Marketing, Marketing Strategies for Retail Banking, Customer Centric Leadership, Marketing of Alternate Channels and Cards Payment System. He has published papers in reputed journals such as Vision-The Journal of Business Perspective, South Asian Journal of Management, ICFAI Journal of Brand Management, Richard Ivey case, Global Business Review, International Journal of Rural Management Emerald Emerging Market Case Studies, International Journal of Business Performance Management, Bancon Proceedings and Indian Banker.
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