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Description
To be successful in today's competitive environment, organisation must be marketing oriented. Marketing of financial services is a highly accomplished profession and each person who wishes to enter finance field must get acquainted with various facets of marketing. This book provides all essentials of marketing of financial services. It covers
• Strategic business planning
• Marketing-segmentation & product development, communication, distribution & pricing
• Organisation behaviour and HRM
• Conflict resolution, leadership
The book forms part of the course material provided by Indian Institute of Banking & Finance to the candidates appearing for the paper on "Managing and Marketing of Financial Services" under their Post Graduate Diploma in Financial Advising (PGDFA) examination. Eminent experts under the guidance of Dr. S.A. Dave, Former Chairman of UTI, have designed the course. All eager students of finance stream should find the book useful.
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Contents
Chapter 1. Strategic Business Planning
1. Strategic Planning Overview
2. Key Steps in the Strategic Planning Process
3. Vision
4. Organisational Objectives and Goals
5. Strategies
6. External Environment
7. SWOT Analysis
Chapter 2. Marketing – The Starting Point
1. Overview
2. The Marketing Concept
3. Marketing Research
4. Consumer Behaviour
Chapter 3. Marketing – Segmentation and Product Development
1. Overview
2. Market Segmentation
3. Positioning
4. Product Development
Chapter 4. Marketing – Communications
1. Overview
2. Advertising
3. Sales Promotion
4. The Sales Force
5. Direct Marketing]
6. Public relations
Chapter 5. Marketing – Distribution and Pricing
1. Distribution
2. Pricing
3. Customer Service
Chapter 6. Organisational Behaviour and Human Resource Management
1. Overview
2. Individual Behaviour
3. Group Behaviour
4. Human Resource Management
5. Recruitment and Selection
6. Motivation
Chapter 7. Communication
1. Overview
2. Communication Models
3. Barriers to Effective Communication
4. Effective Listening Skills
5. Coaching
Chapter 8. Conflict Resolution
1. Overview
2. Analysis of Conflict
3. Conflict Resolution Skills
4. Conflict Resolution Strategies
Chapter 9. Team Leadership
1. Leadership and Management
2. Team Leadership
3. Developing the Team
4. Performance Management
Chapter 10. Case Study
Preview
About this topic
Topic Objectives
• Case Study
• In Conclusion
Glossary
Further Reading
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Author Details
Indian Institute of Banking & Finance (formerly The Indian Institute of Bankers) was established in 1928. With more than 750 Institutional members and over 2.5 lac individual members, it is the largest Institute of its kind in the world and is working with a mission "to develop professionally qualified and competent bankers and finance professionals primarily through a process of education, training, examination consultancy/counselling and continuing professional development programs".
The Institute has almost all the banks and financial institutions, public sector, private sector, foreign, cooperative, regional rural banks as members in addition to IT companies and individuals working in the banking and finance sector. The Institute is managed by a Governing Council consisting of Chairmen of different banks and eminent academicians. It offers a number of professional courses in banking and finance.
The flagship programs of the Institute are JAIIB and CAIIB. Other specialist courses are 'Diploma in Treasury, Investment & Risk Management', 'Diploma in International Banking', 'Diploma in Banking Technology' and 'Post Graduate Diploma in Financial Advising'. These programs aim at building skill sets and developing the competence among specialist officers of banks and financial institutions.
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