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    MarketingofFinancialServices Flyer

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    The document summarizes a book titled "Marketing of Financial Services" which provides comprehensive guidance on marketing practices for the financial services industry across 20 chapters. The book aims to present practical ways to apply marketing theory and global best practices to banking and non-banking financial services. It also includes case studies and pedagogical features to benefit students and practitioners of financial services marketing.

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    MarketingofFinancialServices Flyer

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    Jeet Singh
    59 views3 pages
    The document summarizes a book titled "Marketing of Financial Services" which provides comprehensive guidance on marketing practices for the financial services industry across 20 chapters. The book aims to present practical ways to apply marketing theory and global best practices to banking and non-banking financial services. It also includes case studies and pedagogical features to benefit students and practitioners of financial services marketing.

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    The document summarizes a book titled "Marketing of Financial Services" which provides comprehensive guidance on marketing practices for the financial services industry across 20 chapters. The book aims to present practical ways to apply marketing theory and global best practices to banking and non-banking financial services. It also includes case studies and pedagogical features to benefit students and practitioners of financial services marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    59 views3 pages

    MarketingofFinancialServices Flyer

    Uploaded by

    Jeet Singh
    The document summarizes a book titled "Marketing of Financial Services" which provides comprehensive guidance on marketing practices for the financial services industry across 20 chapters. The book aims to present practical ways to apply marketing theory and global best practices to banking and non-banking financial services. It also includes case studies and pedagogical features to benefit students and practitioners of financial services marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
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    See discussions, stats, and author profiles for this publication at: https://www.researchgate.

    net/publication/280531472

    Marketing of Financial Services

    Book · August 2014

    CITATIONS READS

    2 29,830

    1 author:

    Dhananjay Bapat
    Indian Institute of Management Raipur
    30 PUBLICATIONS   83 CITATIONS   

    SEE PROFILE

    All content following this page was uploaded by Dhananjay Bapat on 28 July 2015.

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    “Marketing of Financial Services" is timely and will be immensely useful to bank executives at all levels. The book is unique for its
    simple style and rich content. I strongly recommend the book.”
    Dr. Anil Khandelwal,
    Former Chairman and Managing Director, Bank of Baroda and Author, Dare to Lead

    “This book is an excellent overview of concepts and diverse methods for handling the complexities of marketing of financial services. I
    enjoyed the discussion and practical approach of each topic. The book explains concepts very clearly and doesn't require advanced
    quantitative knowledge. I would highly recommend this book.”
    Prof. Aye Mengistu Alemu,
    Assistant Professor, Solbridge International School of Business, South Korea

    “Marketing of Financial Services in today's environment is an essential branch of knowledge that provides a bridge across various
    critical areas such as retail, wholesale, payment banking solutions, and third party products. The Book provides lucid explanations of
    how marketing theory underpins the marketing for financial services as it is based on a well-researched theoretical framework, and
    topical case studies. It also identifies key issues for marketers of financial services. The book will greatly benefit students interested in
    the Marketing for Financial Services.”
    Shri Sunil Damodar,
    Deputy Managing Director, Saraswat Co-operative Bank Ltd.
    Marketing of Financial Services
    ISBN: 978-93-5119-100-1
    Pages: 360, Price: Rs.349/-
    Salient Features
    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. The book proposes an integrative approach addressing key managerial issues in
    marketing of financial services and provides interesting cases with practical insights.

    Author’s Profile
    Dr. Dhananjay Bapat is an Assistant Professor at the National Institute of Bank Management (NIBM), Pune, India. He holds a Ph. D. in
    Marketing from Sardar Patel University, VallabhVidyanagar, Gujarat in the area of Brand Management. 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. He has
    worked with reputed corporate groups like GCMMF (AMUL) and Crompton Greaves. His research interests include Retail Banking,
    Brand Management, Bank Marketing and Marketing Strategies. He has published research papers in Indian and in United States of
    America (USA).

    Table of Contents
    Chapter 1: Introduction to Financial Services Chapter 11: Advertising
    Marketing
    Chapter 12: Sales Function in Financial Services
    Chapter 2: The Marketing Environment
    Chapter 13: Building, Maintaining and Sustaining
    Chapter 3: Strategic Marketing Planning the Financial Services Brand
    Chapter 4: Consumer and Organizational Behavior Chapter 14: Marketing at Branches
    Chapter 5: Marketing Research Chapter 15: Marketing of Retail Banking Products
    Chapter 6: Market Segmentation Chapter 16: Marketing for Corporate Clients
    Chapter 7: Marketing Strategy for Financial Chapter 17: Bank Marketing in Rural Areas
    Services
    Chapter 18: Customer Service in Banks
    Chapter 8: Product Management and New Product
    Chapter 19: Financial Services Marketing
    Development
    Organizations
    Chapter 9: Pricing
    Chapter 20: Customer Relationship Management
    Chapter 10: Distribution Channels
    Index

    Published by: 19-A, Ansari Road, Daryaganj


    New Delhi - 110002, India Distributed by:
    Ph.: 91-11-41563722, 23243075, 23284212
    Ideas for Tomorrow! Mob.: 9717704014, Fax: 91-11-23243078 Wiley India Pvt. Ltd.
    An Imprint of
    Email: info@biztantra.in Website: www.biztantra.in

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