Marketing of Consumer Financial Products Insights From Service Marketing

This book provides a paradigm shift of thinking that is necessary to address the changing needs of the customers demanding for personalized and customized financial services in a globally competitive market." - Professor Jay Kandampully, Professor of Service Management, The Ohio State University, Editor-in-Chief at Journal of Service Management

"This book is a practical treatise synergized with a straightforward presentation style. The concepts presented are relatable to the Global Financial Supply Chains." - Dr. Bhaskar N Rao GARIMELLA, Deputy General Manager, Faculty, Jawaharlal Nehru Institute of Banking and Finance, IDBI Bank, Hyderabdad