Marie Michael Library

Marketing in microfinance institutions: the state of the practice

Grant, William

This study was designed to understand just want microfinance institutions are doing in terms of marketing, the level of sophistication of the marketing programs, and how they vary by different kinds of institutions and in different market conditions. It seeks to identify the factors that help to stimulate the development of a marketing program within a microfinance institution, as well as the appropriate level of sophistication of the marketing program given the environment and the institution. It identifies the major concerns of the managers of microfinance institutions with respect to marketing and many of the tools that are currently in use or could be used to address those concerns.