CONTENTS:- Introduction; Indian Banking Sector-Financial Services Offered; Bank Selection Criteria; Customer Awareness, Banking Requirements and Expections; Customer Satisfaction; Marketing Strategies of Banks; Suggestions to the Bankers; Conclusions.
This book is an in-depth study of marketing of services by the banking sector in India. The financial sector reforms introduced in the 1990s have had wide range ramifications in the banking sector too. The banks in all the three sectors viz. the public, private and foreign have had to gear up to face the challenges posed by liberation, privitization and globalization. This book evaluates the innovative marketing strategies adopted by various bank sectors to sell their services.