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:
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.