It gives us great pleasure to present the First Edition of the text book on “Marketing in Banking and Insurance” to the students of Bachelor of Commerce (Banking and Insurance). This book is written on the lines of the new syllabus prescribed by the University of Mumbai, with effect from the Academic Year 2018-19. Questions as per new paper pattern have been included to enable the students to learn the application of the principles of marketing.
Contents –
1. Introduction to Marketing Concept
2. Marketing Management and Marketing Mix
3. Market Segmentation
4. Marketing Channels
5. Marketing Research
6. Nature and Scope of Services
7. Service Marketing Mix
8. Consumer Behaviour
9. Marketing Communication
10. Nature and Scope of Rural Marketing
11. The Growing Rural Market
12. Characteristics of Rural Consumers
13. Pricing Decisions
14. Rural Promotion
15. Rural Distribution
16. E-Marketing
