Coming soon
Marketing of Financial Service
To acquaint students with the process of Services Marketing.
Service Marketing- Concept, Features, Significance.
Management of Service marketing- Concept of Marketing mix- The product mix, The price and Place mix, The Promotion Mix.
Managing Demand and Supply – Concept of Demand, Demand patterns, Capacity Constraints: Time, Labour, Equipment, Facilities;
Market Segmentation
Bank Marketing- Concept, Needs, Importance, Marketing Mix for Banking Services and Banks Marketing in India.
Insurance Marketing- Concept, Need, Importance, Marketing mix for Insurance, Insurance marketing in Indian environment.
Customer Relationship- Customer Delight, Service Quality, Customer Retention
CRM (Customer Relationship Management)- Concept, Significance, Strategies for building relationship.
• S.M.Jha,Service Marketing, Himalaya Publishing House
• Payne Adrian, “The Essence of Service Marketing”, Prentice Hall of India”,New Delhi
• Balaji B, “Service Marketing and Management”, S.Chand, New Delhi
• Ram Mohan Rao, Services Marketing (Pearson Education)
• Roland. T.Rust Anthony J. Zahorik and Timothy I. Keilninghan, Services Marketing.
• John M. Rathmoll: Marketing in the service sector (Winthrop)
• Adrienne Payne : The Essence of services Marketing (Prentice Hall of India)
. K. Dauglas Hoffiman and John E.G. Bateson : Essentials of services Marketing (Harcourt college
