14
Marketing of Service
LEARNING OBJECTIVES
Upon completion of this chapter, you will be able to:
• Explore the marketing of savings and investment services
• Examine how financial institutions undertake the marketing of credit services
• Discuss the approaches to the marketing of insurance services
• Describe the marketing mix employed for the marketing of cellular services
In an interview with the Business Line, Ajai Puri, director and CEO, DTH, Bharti Airtel, narrated one of his experiences in a rural area: “I saw three boys in a small village just before Nadiad in Gujarat carrying a DTH box in a bag. I asked them if they had a TV. They said no, not yet, but had Rs 5,600 fora 21-inch television that they would get next week.” ...
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