Marketing of Consumer Financial Products: Insights From Service Marketing


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.

Category: SKU: 9781637424308 Tag:


About the Author(s)

Ritu Srivastava

Dr. Ritu Srivastava is a marketing faculty at MDI Gurgaon. The core of Dr. Srivastava’s work centers around the industry with the firm belief that management education at all levels has …

Book Preview

Additional information

Pub Date

February 21, 2023





Print Price




EBook Price