To 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 facts 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, leadership

The 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 the 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.