Marketing of Consumer Financial Products

Dr. Ritu Srivastava's experience in the research and teaching industry spans nearly two decades. She is also currently the Chair of CII Indian Women Network, Haryana Chapter. Dr. Srivastava has conducted several training programs for various public sector enterprises and private firms in India. She also has developed a simulation, 'Customer Black Box'. She has been spearheading faculty development programs for other B school faculty in India. Her textbook on Retailing Management by Pearson is a bestseller. She also has a research reference book on low-income customers in India published by Business Expert Press. As an avid case writer and researcher, she has published with leading publishers in high impact journals. Dr. Srivastava has a rich consultancy experience in both government and private sector.

This book provides a paradigm shift of thinking that is necessary to address the changing needs of the customers demanding for personalized and customized financial services in a globally competitive market." - Professor Jay Kandampully, Professor of Service Management, The Ohio State University, Editor-in-Chief at Journal of Service Management"This book is a practical treatise synergized with a straightforward presentation style. The concepts presented are relatable to the Global Financial Supply Chains." - Dr. Bhaskar N Rao GARIMELLA, Deputy General Manager, Faculty, Jawaharlal Nehru Institute of Banking and Finance, IDBI Bank, Hyderabdad