Overview

Return to investors on money invested by them in government backed avenues have bottomed, which has forced investors to go for investing their savings in money markets anticipating better returns. The lack of awareness as to complex interplay of market forces makes investor fear about the possibility of shrinkage in the purchasing power of their investment. This scenario gives birth to the requirement of people well versed with the art of trade or any firm providing such services. This opportunity has led to entry of a large number of fund house and consequently also to an intense competition to grab the investors' share. Thus mutual fund industry today is not only about managing the funds but also making the investors believe that their money rests in safe hands. All this action and phenomenon has forced the players to apply lot of marketing gimmicks to hold the investors with them. This situation has made the study on application of McCarthy's Marketing Mix Model to make an inroad in customers' decision making, a very pertinent and timely study. The present besides analyzing the same also comes out with the positions that players, can take to have an edge over the rivals.

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9783838373324

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