bKash in Kotler’s marketing book

Two case studies of mobile financial service provider bKash have been featured in a local edition of "Essentials of Modern Marketing", a marketing book written by professor Dr. Philip Kotler narrating market-specific success stories across the world.

One of the case studies "bKash: Bangladesh's MFS Story" states bKash's journey, particularly how its founder Kamal Quadir steered the largest MFS provider in the country, says a press release.

It also talks of how bKash brought a breakthrough in financial inclusion, the company's core values in business and its impactful role as an alternative financial lifeline during the Covid-19.

The other case study, "bKash App, A Household Tool", features how an app has become a one-stop solution for household financial transactions.

It highlights the story of making peoples' lives easier through the bKash app's features like send money, cash-in, cash-out, merchant payment, mobile recharge and money transfer between banks and bKash.

The book was unveiled at a ceremony jointly organised by Kotler Impact Incorporation, Canada and Northern Education Group in a city hotel on Monday when Dr. Philip Kotler joined virtually.

Planning Minister MA Mannan and Mashiur Rahman, economic affairs adviser to the prime minister, were present.