Marketing of Financial Services

Dr. Dhananjay Bapat

ISBN: 9789351191001

360 pages

INR 399


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.


· 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


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