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Marketing of Financial Services

Book · August 2014

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Dhananjay Bapat
Indian Institute of Management Raipur
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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

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