Coming soon
Management of Financial Services
To acquaint students with the process of Services Marketing
Service Marketing- Concept, Features, Significance.
Management of Service marketing- Concept of 7P’s of Marketing mix-
The product mix, The price mix,Place mix, The Promotion Mix ,People mix,Process and physical evidence
Market Segmentation: Meaning,Types of market segmentation ,Advantages
and disadvantages of segmentation, Alternative strategies for segmentation
Bank Marketing- Concept, Marketing Mix for Banks–Product mix(Deposits
,Loans, Agency and general utility services)Price
promotion mix. Importance of bank marketing ,Recent and future trends in Banks Marketing in India.
Insurance Marketing- Concept, Marketing mix
mix(Endowment, Term insurance and annuities),Price mix ,Place mix and
Promotion mix , Recent and future trends in 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
