Author: Yasmina McCarty

Marketing for Microfinance is designed as a reference guide for microfinance organizations seeking to develop their marketing capabilities. It describes in detail the steps involved in developing, implementing and monitoring a marketing strategy. It provides examples from WWB network member microfinance organizations and banks, and includes tools designed for the marketing specialist. It also briefly covers customer research, segmentation, branding, and customer care.

Microfinance providers have long been aware that their customers are their greatest asset. They also understand that keeping this asset as competition increases is of vital importance. This publication presents microfinance providers with well-tested marketing and customer care strategies to help them reach their customers, understand their needs, fulfill their desires and win their loyalty.