“Marketing attempts to understand the needs of the client and to adapt operations in order to meet those needs and achieve greater sustainability. It addresses the issues of new product development, pricing, the location of operations and the promotion of the institution and its products. Marketing is a comprehensive field aimed at strengthening the institution by maintaining focus on the client. In doing so, it creates exchanges that satisfy individual and organisational goals.”
- Kotler, 1999.
Building on a comprehensive review of the marketing efforts of its Action Research Partners, TMS Financial and MicroSave developed a Strategic Marketing Framework for use in the microfinance industry. The Marketing Strategy comprises three legs: Corporate Brand Strategy, Product strategy, Product delivery and customer service strategy. |
