VDM Verlag MARKETING, MUTUAL FUNDS AND BOOMS-BITNER'S EXTENDED M M MODEL: PEOPLE, PROCESS AND PHYSICAL EVIDENCE

The return to investors on money invested by them on government backed securities has bottomed as on date, forcing individuals to go for investing their savings in capital or money markets. The lack of awareness as to complex interplay of market forces in such markets, they also want to ensure that the money invested in capital Markets does not shrink in principle as well as in its future purchase power parity. The capital markets, where investors are faced with number of options, with their own set of goods and evil, i.e., they have the potential to make an individual King and the other Beggar in single day. Thus the requirement of people well versed with the art of trade is born in markets. Therefore mutual fund industry is not only about managing the funds but also making the investors believe that their money rests in safe hands. As per researcher, the mutual funds, have amphibian nature, and may be called as connecting link between product and services on offerings. This relationship makes way for application of Booms and Bitner's extended marketing mix of to make an inroad. This study is focuses on the analyzing impact of additional three Ps of this extended Marketing Mix.