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Marketing eficaz para la ampliación a escala de los servicios financieros para la juventud

Dec 4, 2011 | by Argentina de Quintanilla, Enlace; Naran Batjargal, XacBank; y Densmaa Togtokh, XacBank

El presente Kit de Herramientas fue elaborado por Enlace y XacBank como parte del Programa de Aprendizaje para Profesionales en la Innovación de los Servicios Financieros Juveniles de la Red SEEP, en sociedad con The MasterCard Foundation. Su propósito es explorar las principales diferencias entre la comercialización de servicios financieros para jóvenes versus adultos, y facilitarle algunas herramientas al operador que desea lograr la ampliación a escala (scaling up) de sus servicios a través del marketing. Las herramientas incluidas en este manual pueden ser utilizadas por operadores que prestan servicios financieros a la juventud. El objetivo del presente Kit de Herramientas es ayudar a las organizaciones a analizar de qué manera pueden hacer un marketing eficaz para la juventud a lo largo de tres etapas críticas—diseño, ejecución y evaluación—para poder llegar al mayor número de clientes jóvenes, en diversos segmentos del mercado, con productos y servicios financieros innovadores.

Categories: Financial Inclusion Youth and Children Spanish Unpublished Resources SEEP Resource Library Resources

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