Grab That Wallet: A Book on Financial Services Marketing 1st Edition

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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. About the Author Sushil Sharma Chartered Accountant holds a Post-Graduate Diploma in Management from the Indian Institute of Management, Bangalore. He is also an Associate of the Chartered Insurance Institute, UK. Table of Contents Preface Acknowledgements 1. Is There a Problem? 2. What Do Other Industries Do? 3. The NeedsPortfolio Matrix 4. Understand the Customer 5. Understand the Selling Situation 6. Understand the Organisation 7. Understand the Encounter Quadrant 8. The Second QuadrantThe Know Quadrant 9. Understand the Third QuadrantThe Grow Quadrant 10. The Value Quadrant (Q4) 11. Quadrant Migration 12. The Holy Grail of Wallet Share Index