India's services sector is one of the fastest growing service sectors in the world with 9 per cent growth rate, 66 percent of contribution to the Indis's GDP and 60 percent of labor force in it thereby becoming an important net foreign exchange earner and the most attractive sector for FDI. As a part of it, India has a diversified financial services sector contributing 7 percent of GDP. However, due to LPG, adherence to QTO-GATS and with an allowed 49 per cent FDI in Indian financial services sector under the control of SEBI, RBI, IRDA, etc there is a need for 7P's of services marketing philosophy towith the global competition. Hence, the present book is equipped with conceptual framework, discussions, case studies, issues and challenges and marketing strategies of various fee-based and fund-based financial services like mutual funds, banking services, insurance (both life and non-life) services, merchant banking services, credit rating services , payment banking services, etc. It also covers the the Green marketing of financial services.