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Book ISBN
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978-93-87684-62-1
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Title
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Marketing of Financial Products
and Services
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Price
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285/-
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Pages
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292 pages
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Publishing Year
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2020-21
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Edition
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3rd
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Author Name
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Prof. (Dr.) R.B. Solanki &
Dr. Rajeshwari Malik
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Contents
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UNIT-I: 1. Marketing of Financial Services— A
Conceptual Framework; 2. Financial Markets in India;
3. Concept of Marketing; 4. Concept of Marketing
Mix for Financial Products and Services; 5. Consumer
Decision-Making Process.
UNIT-II: 6. Retail Banking: Banking Products
and Services; 7. Distribution of Banking Services
(Traditional and Modern); 8. Pricing for Banking
Services; 9. Attracting and Retaining Banking
Customers; 10. Marketing Strategies for Credit Cards
and Debit Cards; 11. Marketing of Different Types of
Loans; 12. Marketing of Barter Cards and Gift Cards.
UNIT-III: 13. Marketing of Mutual Funds in India;
14. Marketing of Insurance (Life and Non-Life);
15. Marketing of Pension Plans.
UNIT-IV: 16. Concept of Distribution Mix; 17.
Multiple Delivery Channels for Financial Products and
Services; 18. Bancassurance: Bank Insurance Model;
19. Promotional Mix; 20. Globalisation and its Impact
on Financial Services.
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About the Author
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Prof. (Dr.) R.B. Solanki, Vice Chancellor; Ch. Ranbir
Singh University, Jind, Haryana.
Dr. Rajeshwari Malik, Associate Professor; Department
of Management & Commerce, Maharaja Surajmal
Institute, Guru Gobind Singh Indraprastha University,
Delhi.
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