Marketing of Consumer Financial Products: Insights From Service Marketing - Srivastava, Ritu
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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…mehr

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Produktbeschreibung
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.
Autorenporträt
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.