Marketing of Consumer Financial Products

Insights from Service Marketing

Häftad, Engelska, 2023

419 kr

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This book uses insights from services marketing to illustrate how financial service providers should utilize service marketing concepts to provide customers with quality, satisfaction, and memorable experience.Marketing has been traditionally goods oriented with a business to customer focus. However, it is established that financial service organizations also need a focused marketing strategy in the business to consumer space.This book uses insights from services marketing to illustrate how financial service providers should utilize service marketing concepts to provide customers with quality, satisfaction, and memorable experience. This book is particularly useful to managers in financial organizations, executives enrolled in a management course, faculty and post graduate students of a management course.

Produktinformation

Utgivningsdatum2023-02-21
Mått152 x 228 x 7 mm
Vikt272 g
FormatHäftad
SpråkEngelska
Antal sidor142
FörlagBusiness Expert Press
ISBN9781637424308

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Dr. Ritu Srivastava's experience in the research and teaching industry spans nearly two decades. She is also currently the Chair of CII Indian Women Network, Haryana Chapter. Dr. Srivastava has conducted several training programs for various public sector enterprises and private firms in India. She also has developed a simulation, 'Customer Black Box'. She has been spearheading faculty development programs for other B school faculty in India. Her textbook on Retailing Management by Pearson is a bestseller. She also has a research reference book on low-income customers in India published by Business Expert Press. As an avid case writer and researcher, she has published with leading publishers in high impact journals. Dr. Srivastava has a rich consultancy experience in both government and private sector.

This book provides a paradigm shift of thinking that is necessary to address the changing needs of the customers demanding for personalized and customized financial services in a globally competitive market." - Professor Jay Kandampully, Professor of Service Management, The Ohio State University, Editor-in-Chief at Journal of Service Management"This book is a practical treatise synergized with a straightforward presentation style. The concepts presented are relatable to the Global Financial Supply Chains." - Dr. Bhaskar N Rao GARIMELLA, Deputy General Manager, Faculty, Jawaharlal Nehru Institute of Banking and Finance, IDBI Bank, Hyderabdad