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| Title | Marketing for Microfinance Depositories |
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| Author | Bankakademie |
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| Content Language | English (en) |
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| Document Type | Toolkit |
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| Date Of Publication | 2000 |
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| Description | This toolkit details the aspects of a comprehensive marketing programme necessary for microfinance institutions to become fully client-oriented. In order to ensure the relevance of the content, the toolkit highlights the marketing approaches of several financial institutions currently operating in Africa, Asia, the Caribbean and Latin America. The toolkit is divided into the following Chapters: - Marketing basics
- Strategic marketing - covering company objectives, market research and market segmentation
- Operational marketing - covering product policy, pricing policy, distribution policy and promotion policy
- Exercises and checklists.
This manual is no longer available from the original publishers but it has been adapted by the RFLC editors and can be downloaded as a self study guide from the training gateway. |
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| Publisher | GTZ |
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| Number of Pages | 136 pp. |
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| Series ID | 2000 |
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| Keywords | MICROFINANCE, MARKETING, MARKET RESEARCH, PRODUCT DEVELOPMENT |
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study guide: marketing financial services (EN)
