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.
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, Vallabh Vidyanagar, 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 & Payment Products 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, 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 India and in United States of America (USA).