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IMPACT OF MARKETING OF FINANCIAL SERVICES: ISSUES AND CHALLENGES- WITH SPECIAL REFERENCE TO MUTUAL FUNDS

    2 Author(s):  MUKESH KUMAR SHARMA,AMBARIS PRATAP SINGH

Vol -  8, Issue- 2 ,         Page(s) : 145 - 149  (2021 ) DOI : https://doi.org/10.32804/IRJMSI

Abstract

The arrival of new millennium is taking us to the most pioneering and revolutionary recasting as compared to any other era of marketing and advertising. Being characterized by the competitive impact of globalization, digitalization and technological advancement, the market is changing every other day.

Chowhan and Upadhyay (2018), “To Study the Customer Perception and Buying Behavior with special reference to Mutual Funds Investment”, IJREAM, Vol-04, Issue-7, ISSN- 2454-9150
Dey, Dipanjan, Kumar, Chauhan, Yogesh, Kumara, and Chakraborti, Rajdeep. 2015. “Does Advertising Strategy Matter In Influencing Mutual Fund Purchase?” Journal of Financial Services Marketing 20: 23-33.
Harper, Kelly D. and Sriram, Ven. 2012. “CEO Perspective: Does South Asia Matter? An Interview with Hexaware's P.R. Chandrasekar.” South Asian Journal of Global Business Research 1: 22-27.

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