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............................................................................................................................DescriptionTo 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, leadershipThe 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.............................................................................................................................ContentsChapter 1. Strategic Business Planning1. Strategic Planning Overview2. Key Steps in the Strategic Planning Process3. Vision4. Organisational Objectives and Goals5. Strategies6. External Environment7. SWOT AnalysisChapter 2. Marketing – The Starting Point1. Overview2. The Marketing Concept3. Marketing Research4. Consumer BehaviourChapter 3. Marketing – Segmentation and Product Development1. Overview2. Market Segmentation3. Positioning4. Product DevelopmentChapter 4. Marketing – Communications1. Overview2. Advertising3. Sales Promotion4. The Sales Force5. Direct Marketing]6. Public relationsChapter 5. Marketing – Distribution and Pricing1. Distribution2. Pricing3. Customer ServiceChapter 6. Organisational Behaviour and Human Resource Management1. Overview2. Individual Behaviour3. Group Behaviour4. Human Resource Management5. Recruitment and Selection6. MotivationChapter 7. Communication1. Overview2. Communication Models3. Barriers to Effective Communication4. Effective Listening Skills5. CoachingChapter 8. Conflict Resolution1. Overview2. Analysis of Conflict3. Conflict Resolution Skills4. Conflict Resolution StrategiesChapter 9. Team Leadership1. Leadership and Management2. Team Leadership3. Developing the Team4. Performance ManagementChapter 10. Case StudyPreviewAbout this topicTopic Objectives • Case Study • In ConclusionGlossaryFurther Reading............................................................................................................................Author DetailsIndian 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.............................................................................................................................
