ISBN 9781259028427,Grab That Wallet: A Book On Financial Services Marketing

Grab That Wallet: A Book On Financial Services Marketing



Tata McGraw - Hill Education

Publication Year 2012

ISBN 9781259028427

ISBN-10 1259028429


Number of Pages 216 Pages
Language (English)


Financial services companies operate in an extremely competitive environment. Normally that result in consumers benefiting significantly from increased competition. Yet, a glance at world headlines depicts the serious credibility crisis the industry is currently facing, be it in banking, insurance, asset management or any other area. Why is it so? Grab That Wallet brings to the reader a new perspective on the nature and structure of the industry that makes it uniquely challenging to achieve true customer satisfaction. Blending humor with insight, the book takes an in-depth look at producer-consumer behavior in financial services industry. Propounding a new and practical model of The Needs-Portfolio Matrix, the book shows how to adapt proven consumer marketing strategies and approach to financial services marketing. In addition, the book also offers an approach by which financial services companies can acquire and retain customers profitably and sustainably. Expert comments about the book "We know banks need to be regulated as they deal with public funds. Banks are special. Regulators can frame regulations, but consumer delight, consumer protection andcustomer-centric thinking are needed for organizations to become institutions with core values of services and ethical behavior, not just the pursuit of short term goals. In the author's words, "An institution is an organization that lives by certain philosophies,principles and strategies in the pursuit of its mission. A mission is never done, it is a lifetime's work. Goals drive the mission. Targets are a breakdown of goals. And there needs to be an alignment between all of these." Mr. Sushil Kumar Sharma has written a gem of a book in a very readable, practical way with lots of will be of great value to those in the financial services industry wanting to serve their customers better." ---Mrs. Usha Thorat, Director, Centre for Advanced Financial Research and Learning (CAFRAL), Promoted by Reserve Bank of India "Sushil Sharma has given the world of Finance yet another memorable and useful book. In an environment of complexity and chaos, he provides insights and clarity. His easy style and practical approach make this a book all practitioners and professionals must read and implement. I personally enjoyed reading and learning from it."---Shailesh Haribhakti, Chairman, BDO Consulting Pvt. Ltd