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Chapter/Paper Submission Deadline: November 20th, 2017

 “Changing Paradigms in Financial Services Marketing”

Book Editors: Dr. Ashish Gupta, Dr. Babita Yadav and Dr. Varsha Rokade

(Publisher: Manakin Press Private Limited, New Delhi with ISBN)

 [A Leading National Publisher]

Offices at: UK, UAE & India


The financial services segment has witnessed many trends with the change in economic policy 1991 and with the continuous financial reforms. With the inception of new regulation, technological advancement, changing demographics and customer behavior, increased financial literacy has led to the opening of many new approaches to marketing of financial services. In a developing country like India, financial service providers like banks, insurance, mutual funds, stock market companies are the main adopters of high end technology for delighting the customers and gaining a competitive edge. The theme of new approaches to financial services marketing can explain the financial behavior of consumers and markets today. This edited book is an attempt to provide important insights in to various trends and development in financial services marketing and also to analyze the nature, perception and behavior of consumer within the financial services sector. The field of financial services has now reached a new plateau: it has matured to a state where established views on how financial services are to be marketed are being challenged and new horizons have appeared.

Due to drastic changes in economic environment in the global market and the adoption of revolutionizing technologies in financial services are rapidly changing the landscape in which marketers operate. To further compound the degree of consumer confusion the fact that financial services are uninteresting to most consumers and needs attention to study and focus in decision making.

 Objective of the Book

The primary objective of this book is to provide a basis for marketers, academicians and researchers to understand the new horizons of changing financial services in all relevant areas/topics under this context. At the same time, given the emerging trends and evolving trends needs in financial services marketing, it is recognized that new grounds and emerging topics need to be addressed.

As a result, the chapters cover the wide range of existing and upcoming issues that have become the focus of academicians and researchers in financial services marketing.

Target Audience

Academicians, Researchers and Advanced-level students will find this text useful for their research exposure to pertinent topics in the art and science of financial service marketing (Banking/ Insurance/ Mutual Fund/ Other Financial Services) and in their own further research in this field.

Theme/Sections of the Edited Book:

  • The dynamic financial service marketing environment
  • The financial services consumer and decision- making
  • Managing financial services relationship
  • Managing customer experience
  • Creating and managing financial services offerings
  • Financial service marketing strategies- Use of 7 P’s
  • Financial marketing fiascos and malpractices
  • Managing technology based financial services
  • Interactive marketing and customer in financial services
  • Measuring customer loyalty; loyalty programs
  • Managing service quality; Servicescape and Service delivery
  • New trends in banking/ insurance and mutual fund marketing
  • Understanding the role of employees in delivering customer services

The above themes are only indicative and papers can be related to any issue of financial service marketing in India will be included.

Manuscript Guidelines:

Abstract Full Paper

Length: 150 -200 words Word limit: 3000 – 5000 words Maximum pages: 10-15 pages (Including References and Abstract)

Line spacing: 1.5 Line spacing: 1.5

Font: Times New Roman Font: Times New Roman

Font Size: Heading-14, Text-12 Font Size: Heading-14, Text-12

Margin: 1.5 inch on all four sides Margin: 1.5 inch on all four sides

Keywords: Four to six

Title page: Title, Author(s), Institute affiliation, Contact details and e-mail id

Format: A4 size, MS word

References are to be made in APA 6 th Edition format only. It should appear at the end of the paper in the single space with 12 point font size.

  • Abstract (200 Words) including 4 to 6 keywords
  • Introduction
  • Literature Review
  • Research Objectives; Research Questions or Hypotheses (if any and as applicable)
  • Research Methodology
  • Analysis and Discussion
  • Finding, Suggestion and Conclusion
  • References (APA Style)


  • Manuscripts will be accepted with the understanding that they have not been submitted, accepted or published elsewhere. If copyrighted material is used, the author should give prior information to the editors and submit the necessary copyright release along with the manuscript. Editors of this book will not be responsible for any charges for obtaining the necessary copyright release, if any. It is not permissible to submit a work that is a translation of a previously published paper. It is suggested that your manuscript should adhere to pattern of writing research paper and each author has to submit a duly signed copyright form before final publication of Paper.
  • Publications other than journal articles (books, chapters in books) will be considered for API Score: Regulations-2016.pdf [See Page No. 25, III (B)]

Publication Fees Details:

The author (s) has to submit a processing fee including postal charges:

  • Faculty from Institution/ University & Industry Professional: INR 900/-
  • PhD Scholar and Fellow/ PG Students: INR 700/-

* In case of two or more than two authors, processing fee will be charged separately.

Important Dates:

  • Abstract/ Proposal Submission: November 20th , 2017
  • Full paper Submission: December 30th, 2017 , 2017
  • Notification for Acceptance / Rejection: January 10th, 2018

Payment Information:

For Online Payment Mode / Direct Deposit to Account (Cash Payment will not be accepted)

Account Holder: Ashish Gupta

Saving Account No: 33054572867

IFSC code: SBIN0001143

Bank: State Bank of India, Sagar University Branch, Sagar-470003, Madhya Pradesh


Kindly mail us a scan copy of transaction slip / deposit slip with Transaction Number, Day, Date & time regarding payment & confirmation of processing fee at

Contact Information:


Dr. Ashish Gupta

Assistant Professor

Department of Business Management

Dr. Hari Singh Gour Central University

Sagar, Madhya Pradesh, India

Contact No: 91-9575953813


Dr. Babita Yadav

Assistant Professor

Department of Business Management

Dr. Hari Singh Gour Central University

Sagar, Madhya Pradesh, India

Contact No: 91- 9584341999


Dr. Varsha Rokade

Assistant Professor

Department of Management Studies

Maulana Azad National Institute of Technology

Bhopal, Madhya Pradesh, India

Contact No: 91- 9425375147



November 20 2017


Date: 20 November, 2017
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