An Overview of Consumer Financial Products and Service-Oriented Marketing

Chapter Overview

This chapter details about various types of financial products and their role in the economy, to help the reader understand the whole gamut of financial products. Taking the customer perspective, the chapter then moves to the process of individual financial planning process and how financial organizations need to understand it through the consumer’s perspective. The chapter concludes by presenting a marketing strategy framework for financial organizations and highlighting the augmentation of such products for the growth of the company.

The Role of Retail Financial Products in a Country’s Economy

The financial system of a country is made up of ...

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